This document discusses social media metrics, including what metrics to measure, why they are important, and how to measure them. It identifies key metrics as reach, engagement, sentiment, and affect. Reach refers to the number of subscribers/followers, engagement looks at reactions to reach, sentiment examines the quality of reactions, and affect considers the value of reactions. Measuring these metrics helps with retention. The document recommends tools like HootSuite, Google Alerts, and Google Analytics to measure social media performance and create a dashboard to track goals and progress across different channels.