This document discusses 8 social media metrics that should be measured for effective social media marketing but are often overlooked. It begins by noting the challenges of connecting different monitoring and measurement tools to CRM systems to track return on investment. It emphasizes understanding goals like brand awareness, lead generation, and customer retention. It then presents a funnel with 5 stages of social media measurement: exposure, retention, influence, engagement, and action/conversion. Finally, it lists the 8 key metrics that should be measured, including conversion rates, growth rate, cost per lead, and retention rate.