As you've seen, it takes a lot of effort to build up a page and manage it well. How can you find out if all that work is paying off? If you're responsible for managing the page, you're going to want to show some solid numbers, not hunches.
Facebook provides something called Facebook "insights" to compile and display those numbers. The easiest way to use this free service is to click on the "insights" menu option on the home or profile page. This dashboard provides basic data for numbers of new and total users and how they've interacted with your page [source: Lawrence].
But like the content you put on your page, the real value comes with some work. The basics of Facebook insights are easy to use, and accessible with a single click. Statistics on individual posts are accessible 24 hours after posting. However, you don't get a lot of variety or depth in the content that comes up.
Facebook's query language (FQL) is a tool that lets you get all surgical with the data, pulling out tidbits like who checked in recently, demographics of your active users, who's using what application or plugin, and so on. Once you have this data you can use it to get a better idea of what parts of your page are generating the most interest and adjust your page to take advantage of this information. Offering your visitors choices of things to do on your page is a good way to help you see what they prefer.
If you decide later on that you really need more detailed statistics, but don't have the internal expertise to slice and dice that data, you can always hire it out. You'll find no shortage of companies out there that are more than happy to help you make the science of social media metrics easier to digest [source: DiMarino, Lasica]. Some are more expensive than others, so take a hard look at what you really need before diving into a contract. Many offer free trial services. Take advantage of these, but not before doing your homework and deciding what kind of information you really need and what is just fluff.
As we mentioned earlier, your business page is a tool to help you grow your business, not a stand-alone product. How can it fit in with your actual business?