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This chapter is excerpted from ‘MetricsMan: It Doesn't Count Unless You Can Count It'. Public relations and social media research and measurement have come a long way. What are the right metrics to measure in the face of numerous tool vendors and platform choices? How can we make the results count? And how can we prove the accountability of our profession? This book presents answers to these questions from the late Don Bartholomew, the first of the Measurati and a great industry thought leader, through a compilation of the 67 blog posts he authored on his blog MetricsMan from 2006 to 2014. It entails his opinions and insights on the most important topics of public relations and social media research and measurement - the evolution of measurement over the years, return on investment (ROI), the Barcelona Principles, social media measurement models, marketing mix modeling (MMM), the battle against advertising value equivalents (AVEs), and the journey toward accountability. Through this book, public relations professionals will be able to set clear measurement goals and objectives, identify right from wrong in the metrics they use, and understand how to apply the valid measurement models and frameworks in their practices.