ADAGE recently published this chart using data from Facebook.
What's becoming increasingly clear is that just chasing Likes for Likes sake is just a waste of time. Brands should be looking to turn Likes into Advocates. To do this you'll need to master Social CRM.
You'll need to know:
1. A bit about Facebook and Twitter; and
2. A bit more about CRM strategy
3. A lot about data analytics
This will not be easy for everyone.