Facebook’s Like button is a curious brand metric that most of us take as read. But what does it really mean and to whom? A report conducted by social media specialists, Lithium and the Chief Marketing Officer Council, in the US, surveyed 1,300 consumers and 132 senior marketers to find out. The report, posted on http://www.allfacebook.com – the Unofficial Facebook Resource, makes statistically clear that both marketers and consumers have different understandings of the “Like” function. As an aside it is possible that initially Facebook may have undervalued the strength that the “Likes” function is proving to offer brands, and it is being made increasingly clear by on-line media that marketers will be left behind if they don’t start using this data strategically.

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