It seems as if everyone is talking about the critical nature of measuring the effectiveness and return-on-investment of social media. Brands need to know exactly which specific data is available from Facebook, how it can be used, and what it can deliver.
If you have 100,000 fans but all you know about them is that they appear to like your brand, you might be in trouble. Extracting data out of your social media efforts and analyzing it helps you pin down who cares about your brand, how they are interacting with your brand through Facebook, and how to get fans to not just like but love your brand. Analytics is the way to understand what drives your fans so they can move from passive likes to active engagement.
This white paper draws from a recent Facebook survey to investigate the demographics of Facebook fans; how fans are acquired, discover pages, and engage; and best practices on how brands can optimize social strategies.