Facebook Analytics

Via a Facebook status update from Beth Kanter I came across a link to an article on Facebook Adds Websites, Social Plugins, and Demographic Analytics to Insights published on Inside Facebook. Now I know many people don’t like Facebook, arguing that it’s a ‘walled garden’ and are uncomfortable with Facebook’s approaches to privacy and ownership of content.  What what if it provides a cost-effective marketing tool for institutions?  But does it provide an ROI?  Perhaps use of the analytics service will provide some evidence to inform the discussions.