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I would actually beg to differ with your statement that most companies use facebook for branding purpose. I believe thats a false assumption to make. In my experience, all the companies I have worked with have used facebook as a tool to promote sales indirectly. It is one of the fundamental drivers to generate sales leads in today's world. Especially the B2B industry. If you closely analyse most of the successful campaigns (even the ones run by B2C companies), the objective is not just increasing likes or impressions, its usually centred around specific call to action (PPA - pay per action/ pay per lead/ conversions etc). So, facebook can really help generate sales in addition to creating brand awareness and brand building.