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Hi Bill. It is most difficult to assess whether Liking actually turns into business value. It is also starting to become evident businesses are not getting much value even having a presence on FB. There is a tremendous amount of "noise" on the site, and many people are ignoring - completely - ads of any sort. The winners on FB create relatively elaborate interactive campaigns with games or involvement that skirts what could be perceived as transparent product marketing. In addition, the demographic that engages in these campaigns are not necessarily the best financed, being quite young. The last of your three things to consider should be the first. It's one thing to know who you're going after, but entirely another to execute with the kind of regularity required to determine if something like this could even work at all. Thanks for putting this out there.