Measure What Matters First Impression

This book is by far the most in depth text we've read in my Social Media Principles class this year.
The Internet has exploded along with the use of social media. Because consumers are using search engines and social platforms online, their behaviors, thoughts and opinions are easier to track. This text plans to teach its readers not only how to measure, but how to make crucial business decisions with measurement results and how to measure each different stakeholder group.

What surprised me the most after reading the first chapter was that many companies are against measuring social media, mainly because they don't understand it completely. I would think that measuring how much the content you post online impacts and influences consumers would be important to any business. These results are what point companies in the right direction to increase sales and customer relationships. 

The Seven Main Myths Include:
1.Measurement = Punishment
2.Measurement Will Only Create More Work for Me
3.Measurement is Expensive
4.You Can't Measure the ROI, so Why Bother?
5.Measurement is Strictly Quantitative
6.Measurement is Something You Do When a Program is Over
7."I Know What's Happening: I Don't Need Research"

I can somewhat understand myth two and four if a company is not familiar with social media measurement, but they shouldn't assume without doing research on something that could potentially benefit their business.