Facebook T-ShirtIn what we saw as a craven attempt to push the “sponsored stories” feature, Facebook’s head of measurement and insights Brad Smallwood told IAB’s October tech conference attendees that Facebook clicks are essentially worthless and that brands should focus on “impressions” and “reach” instead.

A new study by digital ad tech company SocialVibe both supports and contradicts his argument—while impressions are extremely valuable, likes are the key drivers behind Facebook’s value to brands. Most significantly, the study found that 7 out of 10 customers made a purchase directly after being contacted by a brand via social media—and that 60% consider brands they’ve “liked” or followed before all others when making shopping decisions.

SocialVibe’s four most important conclusions after the jump:

Read more