Facebook for Likes or Leads

Based on a new survey conducted by Citigroup and a marketing publication found that marketers who buy ads on Facebook are more focused on brand awareness than accumulating fans.
Close to 50% of the respondents put brand building and awareness at the top. Driving traffic being the second popular reason to use Facebook, followed by building fans and staying in touch and social commerce being the other preference. 
This kind of coincides with the overall Facebook proposition, that like any other brand building medium like a TV or Radio, this too need to be treated  as another brand building platform.  
But skeptics believe that branding is a response that people give, when they feel bullish about their presence on Facebook, but can’t assess the returns generated out of the marketing monies spent on Facebook.
Is kinda a default answer that most give…anyway the argument continues….
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