Traditional measurement tools handicap marketing managers and force upon them campaign measurment tactics that should have long been abandoned. As advertisers consider new standards for understanding display ad influence, it's important that they recognize ad engagement, and subsequent post-engagement conversions, as a viable metric.

Branding and awareness are valid, albeit generic, terms that are often used too freely to amorphously describe media objectives. This is the starting point where media investments can begin sliding down a slippery slope.

New marketing-measurement methods start from the same point: What can digital offer? But no one asked marketers what they needed. And not just from digital media, but from all media. And that would be. . .

Whether you need to measure the ROI of your social media marketing comes down to more than just a simple yes/no answer. Instead, consider the following 10 questions that will guide if, when, and how you should be undertaking social media measurements.