Study: Facebook ‘likes’ and comments are overrated

Conversations on the social network might not have much effect on your brand, according to researcher Dan Zarella.

It seems like everybody out there is advising brands to boost the “likes” and comments on their Facebook pages these days.

SocialMedia Examiner got 4,071 retweets last year for a story proposing 21 creative ways to increase your Facebook fan base. A YouTube video insists that Facebook comments will skyrocket your social traffic and increase your relationships.

And as long as your hairdresser is offering her two bits on your dye job or that no-good ex of yours, why not seek her counsel on strategies for amassing more “likes”?

Now comes Dan Zarella, an expert in social media analysis, who set out to prove that Facebook interaction would help a brand—but found just the opposite, Fast Company reports.

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