[jrub]

Buying likes (beyond a certain point) anymore is largely an outdated methodology. Once you've got a significant number of likes for your Page on Facebook (which is kind of a case-by-case number, depending on your brand, business, demographic, etc) you don't need to focus as much as building an audience.

Facebook has released a wealth of tools via their advertising platform in the last 12 months that make serving ads to the users you want to reach a much easier prospect. You don't need a super-large 2 million user base Page in order to get the word about your product out. Granted, you do have to pay for distribution now, instead of a few years ago when it was free, but the tools that are available (ad units, targeting, etc) are vastly better than what was available 2-3 years ago.

So, the article is correct in it's denouncing the value of a "like" on FB, but that value was always due to drop. Having more fans early on in the days of Pages was the main indicator of the success that a brand was having on FB. Those days are long gone, and [FB] marketers have to be more intelligent and deliberate about their strategies, and they have to be willing to put their money where their mouth is.