Today, many companies wants to have their Business Page created on Facebook and are looking to create more and more fans by different means of engagement.

These fans on such Facebook pages can be categorized into various sections :

• Bought Fans
• Fans who are forced to join to participate in a contest which offers freebie
• Fans who really are interested in the content of that page

Many marketers make the same mistake by focusing on creating fans by way of Ads or engaging content which is not related in any way with that company or the industry it operates in, just to maximize the fan following on that page and showcase it as their success story.

Imagine a company X having 10,000 fans who have no concern about the company or its respective industry versus a company Y having 5,000 fans who are concerned about the company or its industry and do engage with the content which is directly or indirectly related to the company is some way.

The real success of Social Media Marketing on Facebook is not by the number of fan following a company has, but should be measured in terms of the level of engagement of these fans who would eventually become influencers for your brand and invite more and more people to join, which in fact is the true meaning of Social Media Marketing.

One should also consider the sentiments of the fans engaging in various types of communications on the brand page and identify if they have a positive, negative or neutral view about the company.

Thus, an ongoing measurement of engagement level and sentiment analysis of the fans will give a real index of the success of Social Media Marketing on Facebook and if both these parameters are positive, the fan following will increase on its own through social reference.