Quality Over Quantity: The Overblown Importance Of Likes And Followers

The evidence for social media as a viable means of marketing is overwhelming, even for businesses traditionally unaffiliated with social media marketing. But many companies, even major marketing and advertising agencies, use objective numbers like Facebook likes or Twitter followers to measure a campaign’s health or success. It’s tempting to use objective measures like these because they’re verifiable, quantitative, and logical, but the true significance of likes and followers to the success of a social marketing campaign is greatly overestimated.

http://www.forbes.com/sites/jaysondemers/2014/10/20/quality-over-quantity-the-overblown-importance-of-likes-and-followers/