We have seen the massive numbers (fans, followers etc) in social media. Don’t you think we have found out the power of building close relationships instead just increasing the numbers? 

@richbrooks 
You are absolutely right Rich.
Thanks for clarifying my point in details. 
Lets see what other club members have to say about this. 

@rshahbaz

I think it’s going to be more balanced. Brands will still want and need as large an audience as possible. Numbers equal credibility and perceived value.

However, within those numbers will be your best customers. Engaging them in a personal way will increase the value of the relationship with them, as well as increasing the value of your page to your overall audience.

Wow! Loaded question.I don’t think there’s a single answer to this because the relative importance of numbers is based on your objectives. At Social Capital Communications, we work with a lot of police forces – some large, some small. Their initial thoughts are often that they need to have everyone in the community following them using social media.But the real issue is the value you’re trying to create. When they spend more time thinking about their goals, the answers become more subtle. They start to realize they want to see certain segments of the community involved with them more. On Facebook, they start to become more interested in how many people are talking about them as opposed to simply how many are folling them.We named our firm Social Capital, because social media is about the “how” – which is important – but we start by focusing on the “why” – and then work backwards.

Rana Shahbaz  Absolutely. And I think Rich Brooks makes a good point about quality. 
For consumer brands, quality is to an extent measured by the reach of the brand. Even for my work as a professional speaker that is relevant.  There are organizations around the world that can hire me – so I have to continue creating great content to encourage that to happen more frequently.
However, the relationships I’m building with clients I work with now ensures they will continue to hire me – and that often means showing them I care about them and the mutual benefits of our relationship.
Both methods are working, but I’ll admit I’ve been more effective lately by working more on relationships than anything else – picking up the phone, sending thank-you notes, sharing useful info, and otherwise just staying in touch.