You show me an insurance industry FB page and I'll show you "105 likes" and zero comments.
Again, this becomes extremely specific, but "puffery" is what a lot of small businesses want - appearing a bit larger then you are. But that gig is up when a potential vendor or advertiser hits your FB page or Twitter account and sees only 220 followers.
I see a lot of insurance sites with 10000 likes. Of course, It's hard to get comments when all of the "likes" are 18 year old Pakistani chicks.