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More to Advertising on Facebook than Collecting "Likes"More to Advertising on Facebook than Collecting "Likes"

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•Established in 2011, Brandefined is an internet marketing and branding firm for small business.

•At Brandefined, clients find an expert team of specialized marketing professionals who develop branding and advertising strategies as well as content for use on social media networks like Facebook and Twitter.

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•Back when Facebook was first beginning to emerge as an advertising platform, marketers focused on the most obvious metric to measure successful interactions with their audience: namely, the number of "likes" they collected.

•Advertisers flooded the social media platform with photos and status updates, each designed to garner as many of those coveted "likes" as possible.

•As Facebook has grown and diversified as an advertising channel, it is no longer enough to gauge advertising success merely by this one metric.

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•With the introduction of Facebook pages, two other metrics that can be used to measure advertising success are the number of fans a page has and the number of people who are talking about it.

•Audience engagement can also be measured by looking at metrics of interaction.

•These include comments and "shares" and the number of times a particular link or image gets reposted on Facebook.

•The number of times a link gets clicked in one post can also be tracked, as can page site traffic, number of views, and time spent on the page.

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•More and more people access Facebook through mobile devices like smartphones or tablets.

•Various reports indicate, in fact, that Facebook's mobile app actually draws more traffic than the desktop platform.

•This is an indication that marketers should take mobile advertising very seriously.

•Facebook now offers "Newsfeed" ads, which introduce advertising content directly into a user's content stream on mobile devices.