There’s obviously no lack of social media advice in the world today, but there’s a staggering amount of misinformation when it comes to making social media work for your business. Effective strategy, best practices, the value of a following — the truth is we’re all learning what all of it means. But there are still plenty of myths that can be debunked, as is the case in a recent article on HousingZone.com.

Bob Schultz interviewed two professionals he considers experts in social media. Here’s what they had to offer:

Robert Jackson, owner of Internet Builder Consulting:

“A ‘like’ or the number of ‘likes’ has nothing to do directly with sales. And not all ‘likes’ are created equal. It’s quite easy to create hundreds and even thousands of ‘likes,’ but without ongoing interaction and a strong call to action that leads to a website visit or a phone call, related to provable sales, the ‘likes’ are essentially worthless.”

Kristi Allen, director of Internet marketing with McArthur Homes, Salt Lake City:

“I imagine the whole system as a funnel, with the fundamental purpose being to move people from the social media sites to the website (to a contact form on the site) to the model home — then to a purchase … Once visitors have found us interesting on Facebook and make their way to our blog and website — where we provide great content that is easy to navigate — each page includes multiple calls to action that have increased our contact rates dramatically.”