Brands, including publishers, are faced with understanding the more complex reasons behind why people will like, follow or pin a brand and its products and services. Is the goal to thank them? Is it because people want to help a brand succeed by spreading the word? Is it because people can’t wait to hear more about how they deliver great taste, whiter teeth, faster shipping, or whatever the brand’s unique selling proposition happens to be? The answer to all of these questions is, in most cases, no.