Brand managers need to view social media as a tool for the forging of long lasting, profitable customer relationships and for the development of building strong brands. The emphasis of using social media for these tasks must not be regarded as online advertising. The aim of mere advertising online through PPC, banner ads etc., is to create awareness, recall and knowledge of the brand and its offerings. Social media on the other hand, is about the retention of attention for relationships to occur via consistent and regular engagement and interaction with branded content. It is not a matter of the sheer volume of those who saw the content, moreover it is how the content has created a potential for future interaction with the brand through this medium. So in terms of social media marketing and its aim, it really can be said that there should be more of an inclination towards quality as opposed to quantity when it comes to the numbers of users seeing the content.
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