Social-marketing numbers matter -- not the quantity of friends amassed, but rather the number that interact with the brand, according to panelists at the 4A's Transformation conference. "We do believe that people's best customers should be their fans. ... But it's not about getting more fans than your competitor because that's a chase to the bottom," says Blake Chandlee, Facebook's vice president of global partnerships.
Execs: Social fans matter but engagement matters more
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