With more than 500 million active users, Facebook can be an extremely effective channel for engaging customers around your brand. However, before you rush out to build a fan page, you need to first understand the best way to interact with them based on conversations about your brand that are already happening on the social web.

The right approach will enable you to build an active community that drives both customer satisfaction and demand for your products. The wrong approach can seriously alienate your most influential customers and damage your brand. This whitepaper will show you an effective way to launch your Facebook fan page, including proven ways for driving engagement and measuring performance from Fortune 2000 companies and major brands. Key things you will learn:

• How to understand your consumer and define your brand's value proposition
• Tactics for building awareness and acquiring fans
• Strategies for delivering value and engaging your fans
• Methods for testing, tracking and measuring performance
• Optimization techniques based on your learnings and performance