This document discusses measuring the effectiveness of social media marketing. It notes that 47% of marketers say the effectiveness of social media is still unclear. While many report metrics like increased followers or interactions, there is no established way to accurately measure social media's impact. The document recommends identifying clear business objectives, measuring awareness metrics initially, then tracking how awareness leads to actions like referrals using campaign codes. It also suggests using awareness data to refine strategies, setting SMART goals, and calculating a value for meaningful user actions to benchmark performance over time. In the end, social media requires investment to fully realize its strategic insights and potential.