Engagement. Relationships. When you consider the vernacular surrounding social media measurement, an outsider could easily mistake the conversation for one about the ROI of marriage. Granted, the ROI of both marriage and social media are, by many standards, disputed and nebulous. But unfortunately (or maybe not) for communications executives, only the latter is critical to their job security and value in the eyes of senior management. What’s more, it’s marking a pivotal moment in the advancement of the PR discipline.