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Everything you need to know about social media measurement was covered in 45 minutes at MediaPost’s OMMA Social event in San Francisco last week.OK, that’s not entirely true, but the five panelists I had the honor of moderating covered a lot of ground. They probably could tell you everything that matters — if you gave them just a little more time to do so. There is a lot of ground to cover, as you might have inferred from my column on 100 ways to measure social media.

Instead of trying to rehash the session, I’m letting the panelists share their thoughts in their own words. Below are a series of questions that I either asked during the session, I planned on asking, or the audience asked. Note that I shortened this version somewhat for readability; the “director’s cut” is on my blog.

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