Cool tool on current audience reach/demographics of facebook users by country, age, etc.
http://www.checkfacebook.com/ that Matt Mckinney sent me. I'm in a rush today so here's a copy/paste from his email :)

61M U.S. users on facebook and growing.

Also an interesting article on CNET today about how news about how the Swine Flu was mapped out/covered via Facebook.
http://news.cnet.com/8301-13515_3-10229749-26.html.
Facebook uses its Lexicon service, which tracks how frequently certain terms are mentioned in wall posts. www.facebook.com/lexicon
There is a New Lexicon service in beta format that will use much more demographics. http://www.facebook.com/lexicon/index.php?q=battery+management#/lexicon/new/?topic=football

Thought this might be of interest. Future way of tracking conversations via Facebook.

P.S. How is this not called a PR tool? This is a tool for PR!

Best regards,
Matt