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The question most often asked when it comes to social media marketing is: "How do I measure the results?"

When it comes to more specifically attempting to measure your Facebook page's success level, many look at the number of fans their page has accrued.
While this is an important statistic, it only begins to tell the whole story of how effective your page actually is.

One of, if not the main objective of a business' Facebook page is to engage with its audience. As such, simply looking at the raw number of fans does not provide much insight into the level of reading, interacting, and sharing of your content.

Facebook offers analytics reporting (called Insights) for any business page with 30 or more fans. Once you have this (friends and family alone should get you to this level!), be sure to keep track of the data here.

Some important metrics to follow are Impressions (raw number of impressions that have been shown to users. These impressions can come from a user's news feed, a visit to the page, or through an Open Graph social plugin), Feedback (number of comments plus Likes divided by the number of impressions), Unsubscribes (when a fan chooses to hide your content from appearing in their Facebook news feed), and Unlike (when a fan is no longer a fan).

With these metrics, the goal should be to increase your Feedback percentage and decrease your number of Unsubscribes and Unlikes. Hitting these goals starts and ends with useful, interesting and relevant content.

So remember, while it's great to have fans, you'd much rather have 100 fans who are engaged than 1000 who are not.