Facebook has an incredible audience, 950 million strong and counting. This audience is immensely attractive to Brands and Marketers around the world. We've seen explosive growth in brand pages, types of advertising and other fun ways to monetize this audience.
Increased investment in Facebook as an engagement/acquisition channel has translated into requests from CEOs, CMOs and other CxOs about the return on that investment. As Facebook is a very young channel, it is not surprising that everyone's struggling with the answer.
This point was vividly illustrated at a session I attended at a major industry conference.
A Facebook employee (FBe) gave a talk about measuring ROI/Value of Facebook campaigns. FBe's…