Putting social into context

In the current social sphere it’s easy to become increasingly focussed on gaining a high number of likes and followers. The reason for this is simple: the more engaged an individual is with your studio and titles, the more likely it is that they shall buy and advocate your games.
While fans and followers are an important measure of awareness, they are not necessarily an accurate measure of engagement. There’s a risk of spend large amounts of money and/or time running campaigns in order to increase these figures, only to lose these fans quickly afterwards. After all, if a person only liked a page in order to stand a chance of winning a prize, why would they remain a fan thereafter?
Profiles and pages should be used to enhance and extend your IP. Attracting new users is a positive thing, but stopping at this point is a waste of time and money. Your aim should be to nurture and grow a community. This community should also reflect the core values of your studio and/or IPs.
One of the risks of continuing to use social media in a superficial manner is the devaluation of the medium itself. The current state of affairs is remarkably similar to that of the Internet bubble before it burst. Attempting to attract new users without having something genuinely valuable to offer them is essentially like building a house on sand.
So don’t plan some superficial tactics and call it a community. Consistently focus on what value you will deliver to your audience. Once you realise this, you will have a chance of growing a genuinely mutually-beneficial and successful community for your studio.