For marketers, the Like button is gold. It is a very simple method for consumers to raise their hands and say, “You should probably talk to me, because I’m kinda into your brand.”
So once you load up your site with Like buttons, what’s next? Targeting? Yes…with caution. Engagement? Yes…with enthusiasm. This data is very useful for targeting, but your focus should be on engagement.
Key Takeaway: A Like is not forever. Don’t bombard your fans with ads. Cultivate them with community management.
Read more about using the Like button at Ad Age
