At a recent dinner party I found myself talking in circles with another guest about the fan page for their business. He was asking me a few technical questions about his Facebook page, which led me to ask why he was concerned. He confessed he just wanted more Likes on the page. When I asked why, he stared at me and stammered. The Like count on his Facebook page was the metric by which he was measuring the success of his Facebook campaign, not unlike most other social media managers new to the scene.

Measuring the success of a Facebook page is not determined by how many Likes your page has. Instead, consider how many of these Likes are from a target audience. My dinner party guest had no idea if his fan page’s Likes had the likelihood of being converted into customers. Setting a goal for a specific demographic of Facebook Likes that are your business or brand’s target audience is a much more meaningful number. These people are much more likely to respond to your Facebook campaigns and engage with you, as a brand, in a way that will more likely result in profitable numbers.

Whether you are influencing those who Like you on Facebook is not determined by just the fact that you are using Facebook as a shouting box to your fans. An easy way to see whether people are listening to you is whether they respond, either by commenting on a post, or sharing your post with their friends. If only crickets chirp every time you update your brand’s Facebook page, your brand is having no influence over your fans’ thoughts or daily actions. A good way to engage and increase brand awareness is simply asking a question. Bonus points if the question is actually about something related to your product or service and it elicits a response from the people following your brand page.

Of course, when it truly comes down to it, ROI is about the numbers. How much $$ are you getting out of your Facebook campaign? If you run the show, a simple spreadsheet can track how much it costs to run a social media campaign, including on Facebook (don’t forget to count the time you invest) and how many sales leads are referred from Facebook. Do a little subtraction, and the profit will determine the true ROI. Be sure to compare the results you get from Facebook to the results you are seeing from other campaigns, so you can better identify what’s working.

Of course, once you’ve hit a number you like, it doesn’t mean you’re done for the day. Continuing to engage and maintain your brand’s reputation by targeting key demographics and truly engaging with your fans will help ensure the ROI increases.