1) Measurement is the most important part of any social media strategy, as it allows companies to track key metrics and determine if objectives are being achieved.
2) There are many free and paid tools that can be used to measure engagement on different social media platforms. Metrics vary by platform, for example Facebook focuses on interactions while Twitter looks at followers and retweets.
3) To get the most value from tools and metrics, companies should link measurements back to specific business goals like sales, customer retention, or brand awareness and evaluate progress over time.