Facebook offers brands access to its vast audience with no apparent cost of entry. Therefore, one would presume that brands would develop strategic and forward-thinking campaigns to maximize their reach. Not so.
Instead, brands quickly entered a popularity contest for the most Likes. It seemed companies were simply content with growing audience numbers. Until lately, they’ve been comfortable measuring return on investment by the number of fans alone. Now they’re beginning to question the value of such a one-dimensional strategy.