Social media has quickly become a marketing must, but the impact the number of likes and followers has on bottom lines is a complicated one, and more followers doesn’t necessarily mean more purchases.

Social media has quickly become a marketing must, but the impact the number of likes and followers has on bottom lines is a complicated one, and more followers doesn’t necessarily mean more purchases. Brands are beginning to shift their perceptions to focus on meaningful conversations over huge follower numbers. Of course, the reality has always been that the product must win them over in the end, no matter how much is invested in social. (WSJ)