Facebook has opened many doors of communication between brands and their customers. However, just because the opportunity is there does not mean you don't have to work for it. Facebook metrics provides a detailed look into your audience engagement and with proper understanding, it can set you apart from other brands. Page likes are an obvious way to check your page's popularity. As long as the likes are genuine and not bought, they are beneficial for your brand. Using page insights to find out where likes are coming from will allow you to identify your key demographic. By going a little more into your insights, you will discover reach and engagement. These are very informative tools to measure your influence. A few other key areas to look at are the 'posts' and 'people' tabs. Under 'posts', you are able to see how individual posts are doing such as which ones people are engaging with most. The 'people' tab gives you a better idea of who your audience is. When you know who your fans are, you will be able to write content tailored towards them and their interests. To learn more about how to interpret your Facebook page's metrics, click here.