Facebook had recently said it would be taking out fake "likes" generated by spammers, malware and black marketers. Varma said advertisers must also shed the obsession with numbers. "How does an advertiser today treat a Facebook page? It is treated as a place where they just come with a number of people who are there. But that is a wrong way of doing it," he said, stressing that the conversations around the brand should assume importance rather than the numbers. Mere "likes" on the page do not help a brand, he said. Companies generally pay Facebook for a dedicated page on its platform that helps them connect with the target audience. IDBI Bank claims it has over five lakh fans on Facebook, Varma said, who was speaking to PTI on the sidelines of a banking summit. He added that Facebook, as a medium, is completely secure and cited the case of ICICI Bank, which now offers basic services over the Facebook page by integrating its net banking platform with the social networking site.