A million likes and now what?

There's a race going on by major brands to build up the amount of followers they have on Facebook in a perceived effort to gain popularity and influence. Almost daily, those of us who work in online & social media hear claims such as the one made by Burberry today that it:

".... currently boasts three million Facebook fans, which it says is the highest number of any luxury brand"

For many companies it now seems quantity is everything in social media. Its a numbers game where bragging rights to the next million milestone are the most important currency of online interaction.

But hang on..... What's the point of having all these vaguely-attached followers who have just clicked on a button saying 'like'? Where's the customer engagement? Where's the qualitative metric of improved brand recognition?

Perhaps someone had best start reminding some of these brands that a 'like' button is just that? Its a "corresponding or agreeing in general or in some noticeable respect". It really isn't the statement of 'love' they are making it out to be and just maybe they had best learn quickly how to utilise this new-found Facebook fanaticism to improved online sales?