Re: ROI, I was just generally referring to the fact that many advertisers, large and small, deploy campaigns with the goal of gaining likes/shares etc. Brand advertisers count ROI this way, along with small businesses that have no other way to measure ROI other than with metrics such as likes, shares, and follows.

BTW, I am not the only person that feels this way about Facebook ads. I can't find the link atm but a study I read a year or so ago indicated that less than 6℅ of FB advertisers are showing a positive (cash) ROI.