When I met with this regional tourism brand to talk about taking over their social media management, there was one goal both parties agreed on:
Increasing *real*, active, genuine engagement from their community.
We weren't interested in chasing vanity metrics (aka metrics that mean nothing) such as more 'likes' or excessive and un-targeted account growth.
In fact, I went through and deleted about 100 spam followers in the first month because all dead followers do is make the algorithm sad and ruin your engagement stats (which is why buying followers is literally the *worst* thing a brand can do).