We need more Facebook Likes!

Given how much we've talked about selecting the best social media platform to reach your target audience, this study is a little frightening. Most major marketers are going to increase their advertising budgets for social media (11.9% vs. the 13% they spend on television).
But what is the most common goal for all of that extra spending? Getting more Facebook likes, of course. I think this shows that even big-name companies are still struggling to figure out how to effectively use social media. They see companies like Old Spice create an effective campaign that both fits the medium and reaches the target (and beyond), but they don't know how to do that for their brand safely - so they rely on Facebook fans.
This study also mentions the #2 most important goal is "increase our presence on mobile."
I think all of this indicates most companies still aren't comfortable with social media, but at least the PR/marketing departments are getting bigger budgets to work with. Do you think we'll see more companies moving beyond Facebook fan pages anytime soon, or do you think companies will stay in this safety zone?