Has your business received a “Your Weekly Facebook Page Update” message via e-mail? If so you’re not alone. Every business with a Facebook Fan Page has started receiving those. Are they spam? Absolutely not, furthermore:

• That Weekly Facebook Page Update is legitimate.

• These update notices contain valuable information.

• You should be putting this information to good use and sharing it within your organization with key personnel.

At the end of this post is an example of the first Your Weekly Facebook Page Update e-mail message I received, which arrived unannounced just yesterday afternoon. I say unannounced, because I was wasn’t expecting anything like this from Facebook and am always leery of unsolicited e-mail messages claiming to be from social network accounts I manage for my clients. (These days, phishing scams are nearly as popular as Facebook itself.)

Perhaps best of all, these e-mail messages serve as a reminder that you need to check your Facebook analytics regularly, at least once a week. I recommend you check your Fan Page(s) and analytics and engage with your fans daily, as a good Facebook friend should do.

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The following are some notes I threw together while sitting in on a conference on how to measure ROI in Facebook:

• Relentless Marketing

• Budget Allocation vs. Marketing Mix decisions

• Social Media can’t be in a Silo, it needs to be mixed with everything you are doing.

• Not to just get more fans, about driving the top line or bottom line for your business

• Social Media Analytics is not Data Overlay

• Social media analytics needs attribution

• Social Media Done Right

• Business Objective – Increase ad revenue

• Marketing Objective – Increase registrations

• Success Metric – Conversion events

• Marketing Channel – Social Media

1. Flickr
2. YouTube
3. Twitter
4. Facebook

• Used to push content and difficult to track

• Strategic Implication: Brand

• Authentic, Personal, Responsive

• Relationships and Cultivation

• Combat Perceptions, Stereotypes and Scandals

• Session Loyalty = 30 day backwards looking first Click Sessions over Sessions same session

• More session loyalty on facebook

• -Conversion Efficiency= event completing sessions over sessions

• Facebook Referrals converting more than anything else.

• Can’t rely on click through analysis alone on Facebook

• Facebook insites, doesnt report on total engagement with page.

• Need Unique visits and more

• can’t judge from 12 interactions a day

• Seton Hall on the Web, installed static FBML to fan page and embedded calls to module itself

• **Edit settings, edit FBML html and embedd image tag. ****Install Static FBML call

• Static FBML page** how to get better read?

• construct image tag

• instructions on coremetrix

• embbed image tag

• impression attribution in Facebook*****

I spent a good portion of Sunday and Monday thinking about social media measurement and proving return on investment or ROI. Many of the sessions at PRSA International in Detroit were about social media, web-based communications strategies and the requisite question of how do we report success. Fortunately for PRSA (Public Relations Society of America), Katie Delahaye Paine was on hand to present and share her considerable expertise in the subject.

I attended both a roundtable discussion session, one component of which was a talk with Katie (I reported it for PRSA’s blog) and a session called, “How to derive ROI from Interactive Communication,” presented by Joanne Puckett of Ketchum. The confluence of all the thought, which I’ve outlined some salient points from below, really led me to one clear thought:

The problem with trying to determine ROI for social media is you are trying to put numeric quantities around human interactions and conversations, which are not quantifiable.

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Plenty of bloggers are talking about the inevitable intersection of social media marketing and search engine optimization. Heck, we’ve been blogging about SMO since 2006! Keyword optimized social content and channels of promotion provide abundant signals to search engines for improved visibility on standard, social and real-time search.

The changing nature of social media marketing and optimization create the need for tools whether for research, marketing and promotion or analytics. Here are 11 social media and SEO tools you might find useful:

* howsociable.com – Social visibility score
* knowem.com – Profile building tool
* Social Media for Firefox – Build a powerful social profile on social news & bookmarking sites
* semrush.com – Find competitor organic search rankings
* Google Insights – Keyword demand trends
* Page Inlink Analyzer – Analyze inbound links, their Delicious bookmarks & keyword tags
* majesticseo.com – Historical back-link tracking
* trackur.com – Social media monitoring
* socialmention.com – Real-time social search & scoring, social keyword research
* bit.ly – Search friendly URL shortening with analytics
* analytics.postrank.com – Track social engagement with combined Google & social analytics

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