This document discusses metrics and analysis of social media engagement and how to take action. It summarizes the key metrics of a viral post by a fan of Fuddruckers restaurant that generated over 34,000 likes and 1,100 comments. It then analyzes the most engaged fans and influential fans of Fuddruckers' Facebook page. It provides recommendations on understanding audiences, engaging loyal fans, monitoring reach and feedback to posts, and using social media advertising strategically.