As Facebook gears up for its public offering, marketers are clamoring to understand how to use Facebook fan data. Facebook is now the second largest display advertiser on the Web. Advertisers spent more than $3-Billion on Facebook ads in 2011, which is expected to double in 2012. The web site receives more traffic than any other site, overtaking Google in 2011. Online social media represents a fundamental shift of how information is being produced, transferred and consumed.