This document discusses metrics and analytics for social media. It defines metrics as counting and tracking past data, while analytics look at both past and present data strategically. Examples are provided of metrics like employee attrition rates versus analytics that examine the reasons behind those rates. Key frameworks for social media measurement are outlined, like return on investment, reach, likes, and cost of ignoring opportunities. Popular social media analytics tools from Google, Facebook, and Twitter are profiled. The document also discusses network analytics and using tools like NodeXL to map relationships and influence within social networks.