Earlier quoted context omitted.
But it works, which is why they do it.
I work with some brands on trying to measure this and in many cases I'm not sure it does work. The typical process works like this: 1. Brand creates facebook page 2. People who really, really love the brand connect with the page. 3. The brand observes that people who have connected with them on social media are excellent customers. 4. The brand tries to increase the number of connected users by offering promotions an…
Social's value is seeing how people react to your brand, absorbing their feedback, connecting directly... but the planners have reduced it to numbers, like they do everything, and sucked the life out it.