Metrics & Analytics helps companies measure and assess the performance of social media initiatives in relation to business objectives. Key metrics include conversations, brand mentions, engagement, memberships, activity ratios, and loyalty. Effective metrics & analytics require monitoring multiple social platforms and using various analytic tools to track metrics like sentiment, influence, competitors, and engagement over time. Currently no single tool can measure all aspects of social media, so most businesses use multiple tools to capture, analyze, and interpret social media data.