Dive summary:

• A brand fighting for Facebook popularity may not be taking the right step.
• CNN reports that consumers are more likely to believe information directly from a brand instead of information via Facebook.
• It’s better to develop a direct relationship with consumers instead of through Facebook

From the article: 

Back in high school, the most popular kids did not automatically make the football team, score the highest on the ACT, or graduate at the top of the class just because of their popularity. Kids (popular and unpopular) achieved those accomplishments by working harder than the others.

Brands should think the same way. To put forth resources to solely be "liked" is not the best strategy. Is it more important to be "liked" or to generate sales? Of course I know the answer, but with the efforts some brands go through just to be "liked," I wonder if they really realize what the end game is.