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Fuzzy math may be making a comeback. It’s not the total tally of likes that a brand brandishes that matters most, according to a new study by Facebook statistics portal and analytics provider Socialbakers: Engagement is where it’s at.
The difference is that rather than just peeking at a Facebook page or clicking the like button in order to enter a contest, Facebook users on these pages actually make comments, respond to posts, and return to the page.