Why Marketers that "Like" Results Must Spend With Care in Social Media

There is no denying that Facebook has changed the very nature of engagement on the web. So, it is no surprise brands are looking to Facebook as a new, potentially fruitful channel for reaching consumers- as they should. So why haven't marketers put more significant resources into Facebook advertising and fan pages? The answer is in the numbers. 
Consider this:  1 million Facebook fans only generate 826 likes and 309 comments per post, according to  data from social-media brand monitoring platform Simplify 360, which examined "50 Facebook fan pages with a random mix of brands from all over the world from consumer brands, to sports teams, to celebrities" (Starbucks, Lady Gaga, National Geographic, Red Bull, Mashable, etc.).