From Altitude Branding By Amber Naslund

1. If you aren’t measuring anything else, social media measurement isn’t the problem.

2. Measurement is not the goal.

3. Measuring activity isn’t as important as measuring results.

4. Metrics are determined by goals.

5. Cause and Correlation are different.

6. Analysis is the hard part, not measurement.

7. Standardization has limitations.

8. Reporting is not an outcome.

9. Measurement doesn’t have to be complex to be effective.

10. Measurement is a constant evolution.

11. Measurement is cultural as well as operational.

12. Measurement is more than ROI.

13. “Social media isn’t measurable” is an excuse.

For a detailed explanation of the 13 truths, go to: http://altitudebranding.com/2010/05/13-truths-about-social-media-measurement/