This document discusses metrics and analytics for social media. It covers what metrics and analytics are, why they are important for social media, and provides 19 examples of metrics that should be analyzed. These metrics are broken into four categories: consumer, engagement, awareness, and conversion. It emphasizes that the most effective metrics to analyze are the "Big 5": average engagement rate, audience growth rate, assisted social conversions, visitor frequency rate, and customer service savings. These metrics can help understand customers, engagement, reach, conversions, acquisition, and activity on social media.