1) These lump’em-all-togher type “studies” are quite often meaningless. Any insights get lost in the generalizations and over simplifications. What’s more helpful is case studies, recommended best practices, etc. In short, specifics that are actionable and ideally have some relevance to one’s particular industry/niche.

2) Quantity is an old-media measurement. Its myth of value in “new media” needs to be put to rest. No doubt there is sometimes value in shot gun blast but the true value in 2010 is sniper fire (i.e., quality). Getting the right fans – much like page visits, community members, etc. – should be the objective. Racking up number might impress the boss but if that doesn’t accomplish the goals of the brand then what good is it?

In short, this “study” is misleading at best.