It’s not always all about the likes.
Being a brand and having a Facebook page means many things, and at first most brands think only about getting those likes. “Likes” seem to make sense, in a way. The more people that like your stuff, the more you resonate with your audience and the more potential there is for gaining new customers. Apparently.
But as time goes on and the likes become more frequent, brands start to realise that they don’t necessarily do anything when it comes to bringing money in. And that is not cool. All that hard work that a brand puts in to boost engagement has resulted in, basically, a popular Facebook page and nothing more.