4. Using Facebook for competitive intelligence

When monitoring Facebook, as in any monitoring process, it's always a good idea to take an interest in the competitive environment in which the company operates, especially its competitors.

As with one's own page, comments left by fans of competitors' pages can be interesting to exploit. Whether they are weak signals (a few comments on a specific theme, for example) or more obvious signs, these comments can enable a well-organized watchdog to identify opportunities or threats within his or her competitive environment.