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Quality trumps quantity.
That was the key take-away from a discussion about social media today at the 4A's Transformation conference in New Orleans. In other words, it's great for a brand to have a lot of fans on Facebook, but it's even better if they're actively sharing your brand's content in the News Feed.
A player in the discussion, Blake Chandlee, vp of global partnerships at Facebook, noted that as recently as three years ago, marketers focused intently on amassing fans, particularly compared to their rivals.