Take a long-term view on building a valuable portfolio of advocates rather than collecting a set number of fans and you will see a measurable return on your investment. If you build relationships with fans through your brand, they’ll ultimately have a deeper, more valuable relationship with your brand. “Like” can ultimately become “love” and a two-way brand partnership. That is a real dividend any brand would want from its digital stakeholders.
Are You Investing In Facebook Fans or Just Collecting Them?