Remember back in step 4 when we talked about shortened URLs? This is the step you can measure how they're performing. In your marketing analytics, you can track how many clicks those URLs are getting -- and if you have closed-loop marketing, you'll be able to attribute leads and customers who came from those URLs. Pretty sweet, right?

Besides your bottom-line metrics, you should also dive into Facebook Insights to find Facebook-specific engagement metrics. You'll be able to see the demographics of your Fans and, if you have more than 30 Likes, the demographics of the people who engage with you, among other things.

Use Facebook Insights to check out some cool data that'll help shape your non-lead-gen content.