Why is the analysis of #fan data only ever going to give you the wrong data for board decisions? Time delay between reality and loyalty.

Having done some reading and catch up this morning on the blog - sorry for the delays but moving from Posterous put a delay in me posting. Current views points coming through is about digital leaders and understanding.
However, I still have the same problem. Digital business leadership is not about "likes" it is about living data and what it is telling you and how to use that data to both improve margin, reduce costs, drive efficiency and delight the customer more.
The crux is often not what the data you have is telling you, but what it is not and what data you should have collected…..
Point in case is Fan data - some research mentioned here is about what the data tells you but it does assume that what someone is telling you is truthful.  The eternal problems of signals.