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Are you tracking how many of your Facebook Fans hide your content?
Whether you grow fans organically or via sponsored ads, you should monitor how many people hide your content from their content stream.
If the percentage of people hiding your content is high, you may want to rethink what you're pushing to your fans.
And, if you're paying for fans, this may be an item you want to pay attention to...
Our fan base is a lot lower than many dealers as its cultivated organically - no ads, no invites - people "like" us on their own. (FYI: ~495 total fans as of today; 5% elected to hide our content - I can live with that)
No ROI, simply ROE. (Return on Effort)
Are you watching other significant analytics elements within your social sites?