This document discusses metrics and analysis of social media engagement and how to take action. It analyzes the social media performance of Fuddruckers' Facebook page, finding that their most engaging post was actually by a fan, not the company directly. It identifies their top fans and most influential users. It also provides recommendations on understanding audiences, engaging loyal fans through posts, and using ads to increase reach when organic reach is low. The overall message is that metrics should lead to actionable insights and interactive engagement with fans.