There's no doubt that social media is one of the most important platforms for communication today. It's how much of the world connects with friends and family, and stays on top of pop culture, news and the latest trends.

More than half the people on this planet use social media. More people communicate through social than any other online channel. And social media inspires more purchases than any other channel.

But despite this, many organizations still struggle to make social work. Social reach is falling and social advertising clickthrough rates are down. And less than half of companies underestimate the value of their social followers.

For the companies that are successfully using social to better engage with followers, social measurement is more than simply a tool to prove the channel's impact. In the right hands, good social measurement offers the silver-bullet solution to getting the most impact on social channels.