This document discusses best practices for monitoring and measuring social media. It recommends using Sprinklr as a social media management system to monitor multiple platforms in one place with consistent governance. Sprinklr allows for template replies, issue management collaboration, and listening across digital mentions. The document also stresses the importance of aligning metrics to goals and applying findings to improve initiatives. Specific tactics like ad performance, organic post engagement, and click-through rates are suggested to measure. Case studies from Mayo Clinic demonstrate metrics for reposted tweets, text variations, and appointment requests from social ads.