The preoccupation with gaining Facebook “Likes” is waning at last. Likes have always been a clumsy indicator of business success, much less a brand's performance in social media. They appeal to social and competitive ego and status.
Yes, likes are a general indicator of advocacy for a brand. PR professionals often evaluate likes in terms of reach through impressions. However, likes are not an effective metric in themselves. Heck, they are not even the best metric to measure Facebook ...