Most companies have yet to master social media marketing. Just because a brand has scores of Twitter followers and a slick Facebook timeline with thousands of "likes," doesn't mean their marketing is working. It just means they're just good at getting consumers to "like" them. But likes from customers are meaningless if they're oblivious to that brand when they walk past it in the store.

Facebook has lured marketers into a false sense of confidence.  A "like" is easy to get and it makes marketers feel like they've accomplished something. But what does it really accomplish? Several studies claim that the number one reason consumers like a brand on Facebook is to get free stuff. This means that most of your page's followers are freebie-hunters without any allegiance to your brand. They're probably following each of your competitors to see who has the best giveaways, as well. Is that a game you want to win? It certainly isn't a reliable metric for marketing success.