Businesses are beginning to put a huge emphasis on Facebook Marketing.

The old model was to drive traffic to your website and have prospects and customers fill out forms, and eventually those people are added to your email marketing lists. 

The new model with Facebook is similar, but there are some differences. 

• Expose People to Your Page: Different tactics include great content, promotion, and facebook advertising.    
• Get Them to Like Your Page: With one click to like there is a lot less friction. Sometimes you can increse your conversion rate by creating what they call a reveal page.  (Top Center Chart)
• Publish Great Content: Once you have fans, you need to create great content. The success of your content marketing can be measured based upon active users (Top Right),  post impressions (Botton Center), or active engagment (Bottom Right).
• Tie It Back to ROI: We would love to get closer to the NPV of a Facebook subscriber. What percentage of them become a lead? Or how does it impact adoption or evangilism? 

The dashboard below is a Salesforce Dasboard, but you could also do this in excel or another app. It is based upon swivel chair integration. That means we're logging into our Facebook page to get the metric, and then we're adding it as a new record in Salesforce. The nice thing is that it lets us see across channels and we can pull from different sources.  

Most of the data above is straight from Facebook. The other free tool I'd recommend is the Wildfire Social Media Monitor app. It lets you compare the fan growth rate of your page vs. other brands. Fan growth doesn't always speak to quality, but it's interesting. Ideally you want to grow your fan base faster than competitors.