I’d say a “like” isn’t worth much at all, yet companies strive to amass millions of them on Facebook every day. It’s no surprise Facebook changed its users connection with brands from being a “fan” to a “like.” Obviously, more people like stuff than would call themselves a fan.

For example, I’m personally not a huge fan of Pepsi, but if you asked me if I liked to have one on a hot day, I’d say yes. With more people willing to like stuff, Facebook greatly increases its reach and surface value to brands.

So, if more people are willing to like stuff, then what’s the value of that like? It’s going to differ from person to person, but I’m going to go out on a limb and say it’s pretty low, especially with the enticing offers, promotions and flashy custom Facebook tabs companies are teasing users with these days.

Regardless of a Facebook like’s worth, the reality is, as a brand, you’re capturing that user. Unlike a website, where visitors are simply a number in your Google Analytic’s report, on Facebook that visitor has now agreed, whether they know it or not, to be presented with notifications via Facebook’s news feed. While statements being posted to a user’s feed aren’t overtly aggressive, such as flashy banner ads and animations, it’s the fact that they’re posted in an environment where the person can easily consume or even re-post it to their friends that adds value.

As a brand using Facebook, it’s important to understand that while a like might not be worth a ton to a user, it can be worth a ton to the brand. Past all the flashy tabs and promotions, by creating compelling content and listening to these consumers, brands can learn a lot about how consumers act, react and even buy. Not to mention the value the platform brings in creating brand advocates and loyalists, who can then reach out to their networks and help you market.

For my next post, what types of content work best for engaging your audience on Facebook?