We've been saying it for a long time. Our clients have privately admitted to us that they feel the same way. But, finally, Philippa Snare, Microsoft UK's chief marketing officer, has publicly said what everyone secretly thinks about brands who hoard Facebook Likes in the same way that old people on that cable show hoard junk and filth and slimy stuff that makes you go: 'Groooooo!"
Rather charmingly reviving the spectre of old-school Facebook pokes (of course, the word has recently been co-opted by Zuck's Snapchat rival), Snare told this week's Direct Marketing Association Integration Summit: "I'm hearing about how many 'likes' you get, how many pokes you get. I don’t care how many pokes I’ve got if it’s from people I don’t want to talk to, but I really care if I’ve got four or five high quality likes from significant influencers."
She added that her board share her utter lack of desire to chase Likes, and went on to say that Microsoft were busy trying to identify metrics which truly measure social engagement, with an emphasis on "rewarding quality over volume".
And that's the interesting bit. Because Snare and Microsoft are by no