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)…
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I am going to break one of my unspoken cardinal rules: Only write about real problems and measurement that is actually possible in the real world. I am going to break the second part of the rule. I am going to define a way for you to think about measuring social media, and you can’t actually easily measure what I am going to recommend. [Update: Please see update #2 below, you can now easily measure what’s recommended in this post.] So why break the rule? Social media is evolving at an incredible pace. Most of us have no idea how…