'Likes' should no longer be looked at or measured as a key performance indicator (KPI). Likebots and spam accounts can increase brand page 'likes' but what is most important is your fan engagement. What is the use of 1 million page fans if only 300 of them are engaging with your content? Facebook removed inactive accounts & spam accounts a few years back and overnight brands lost hundreds and thousands of 'fans', but worse - the money they had spent to acquire them.