Does a Facebook "like" mean customers really like you?

12/21/2011 | eMarketer

More than half of marketers say that the chief meaning of a Facebook "like" is to signal that they enjoy the content in question, and 41% said that "liking" a brand indicates a desire to communicate with that brand, according to a study by CMO Council and Lithium. Meanwhile, one-third of marketers said that a "like" means customers are seeking incentives or rewards for engagement, and 27% said customers were seeking exclusive events or discounts.

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