Brands continue to mistaken a large number of “friends” or followers in the social media arena as successful marketing. As Tom Fishburne writes in the notes that accompany his cartoon above “...brands place a lot of emphasis on the absolute number of friends, fans, and followers. They treat that number as a proxy for how well the brand is reaching its audience. The assumption is the bigger the number, the more effective the outreach.” Of course it isn’t. A database of names built rapidly in the social media arena often represents little more than a shallow and tentative connection. Quality of relationship will always triumph number of relationships and brand marketers need to work on building the quality of the brand relationship in the social media arena.