Social Media continues to dominate the world of new media and this infographic shows who’s getting the most love (or in this case, fans) online.  While some of the players seem obvious (Coca Cola, McDonald’s) others were less obvious (Snaptu?).

There’s a lot of buzz about how social media channels, specifically Facebook and Twitter a powerful ways to educate, engage, and empower consumers.  But not everyone is absorbing these valuable lessons and applying them to how they manage their online communities.  Many companies—including a few pictured above—are trying to define success by the number of “likes” they have.

A recent study by Napkin Labs, a Facebook app developer that works with brands and agencies showed that “On average, just 6% of fans engage with a brand’s Facebook Page via likes, comments, polls and other means… Of those fans that did, the average engagement was the equivalent of less than one like over the course of the eight weeks the study was conducted.

What this study suggests is that a smaller group of “super fans” are really driving engagement online and companies need to take notice and talk to these people in order to drive brand excitement.  “The study found that, on average, the engagement of each one of a brand’s 20 most engaged fans is equal to that of 75 average fans. Each month, the so-called superfan likes 10 posts, shares five pieces of content and comments once.”

Finally, the study argues that defining ROI metrics for social media is evolving and companies will need to look beyond the “like” for more accurate and meaningful measurements.  “‘Every business has to measure what they do and make sure that it is effective. Likes can be part of that measurement, but we need to start looking beyond that a bit, and start looking in more depth at what fans are actually doing,’ Riley Gibson, the co-founder and CEO of Napkin Labs, told Mashable. As part of this, Gibson argues that brands need to focus on interacting more with their existing fan base rather than just focusing on growing their numbers.”

Here’s a quick look at three myths of social media ROI–what measurements do you think help define success in social media?