Measuring the impact of Facebook – Seeing beyond the number of ‘Likes’

Ignoring the slightly out of date stats up front, this deck is a good introduction to the idea of monitoring the ‘health’ of your Facebook brand page. It proposes the idea that 25% of ‘social’ time should be spent crunching the data/analytics, the equivalent of taking a step back and surveying your progress.

The most important point to take out is that most people are unlikely to want your brand updates cluttering their newsfeed, so one way to get your message out there is to use your advocates (highly engaged fans) to spread your message for you. This reinforces the point that so many seem to miss which is that overall numbers of ‘Likes’ are not the ‘Holy Grail’ of FB brand pages but measurements like engagement a much more effective benchmark.