When Facebook first introduced the “Like” feature, it quickly became important to marketers to compete for Facebook “Likes” because it was another way to gain a competitive advantage. Research results published by various web analytic services showed that the percent of Facebook users (and their friends) who “liked” a particular business exceeded the percent of average Internet users who visited their businesses’ websites.
Also when a Facebook user “liked” a business they would get updates about the business in their News Feeds and their friends would also see the News Feeds. Facebook has since changed their programming to focus News Feeds more on friends and family and they added an “Unfollow” option. As businesses learned to buy “Likes”, they have become much less important as a marketing advantage.
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