A public relations professional could use social media metrics to find out if members of their target market share a common link. They could use this information to find out their customers' behaviour. From there, they could target the service to better suit the needs and wants of customers, or maybe discover that the target market they thought they had was not the right one.
Another way to use metrics is to identify how to interact with the consumers better. By commenting on a positive post, you may share goodwill among your followers.
All in all, metrics are useful for a lot of marketing strategies, many of which are easy to use and understand. All it takes is a bit of work, and a clearly defined goal.
For forward-reading, visit: http://thenextweb.com/socialmedia/2013/10/29/5-social-media-metrics-business-tracking/.