The document discusses how to properly measure the success of social marketing programs. It notes that both social teams and the C-suite tend to use flawed measurement tactics by only focusing on one side of the story. It recommends tailoring metrics to each stage of the customer journey, measuring both customer value and marketer value, and using marketing mix modeling to map social spending to ROI. The key is to understand how social marketing supports the overall customer journey from engagement to discovery to exploration rather than just isolated metrics.