The document discusses how to measure the effectiveness of social media marketing. It recommends setting measurable goals and integrating social media with SEO and PPC efforts. Key things to measure include engagement, brand awareness, and leads. Various tools are described that can help with measurement, such as URL shorteners, Hootsuite, Klout, Grader, Facebook Insights, and Google Analytics. Google Analytics in particular allows tracking of metrics like website traffic sources and conversions.