It seems as if everyone is talking about the critical nature of measuring the effectiveness and return-on-investment of social media. Brands need to know exactly which specific data is available, how it can be used, and what it can deliver. Extracting data out of your social media efforts and analyzing it helps you pin down who cares about your brand, how they are interacting with your brand, and how to get fans to not just like but love your brand. This Oracle Social white paper draws from a Facebook survey to investigate the demographics of Facebook fans; how fans are acquired, discover pages, and engage; and best practices on how brands can optimize social strategies.