Rich Page, Poor Page – Not every Facebook Page is created Equal

Pages are becoming more and more an essential part of major brand’s Social Media Arsonal. Facebook has recently allowed brands to increase the breadth and depth of information available on said pages. Essentially these pages (if developed and tracked properly) can become micro-sites assisting in all marketing efforts for a brand. They’re easily modified, appropriately engaging, and at times can become the central hub of information or PR for major brands. 

Because you cannot track how many “fans” you have on your page, brands should look to alternate ways to track success of a page.  Firstly, ALL brands should have a page presense. If you don’t I can almost guarantee that one of your customers has already taken the liberty of starting a fan page, and or (worst case) and negative page about your brand.  Once your page has been launched, your message and voice conveyed appropriately you must of course have a media dollars to help support the page. If you build it, unfortunatly they don’t always come. 

• Number of Fans
• Active Users – Total users that interact with your page over a specfic time frame, usually per day, week, month. 
• Fan Profile – mining the information about the fans of your page can offer optics into a consumer base you may have never tapped into before.
• Unique user reach – percentage of those users that have become a fan among the total social media audience (or calculated as active page users per audience)
• Growth – Average numer of users within a specific time frame
• Influence – Average number of friends among each “fan” of your page
• Number of pages your fans are also fans of