The reason for that is that likes are essentially a form of permission marketing. If you've liked a brand that company knows:
(1) you're interested in their products
(2) they can push you out promotions via your friend stream for free in the future
(3) they can use you as social proof when advertising to your friends
Obviously this doesn't apply to all businesses, if you're selling a one-off product having a long term relationship with a user ins't important. But if you're a retailer or brand then that long term relationship can have a lot of value.
Comments
The reason for that is that likes are essentially a form of permission marketing. If you've liked a brand that company knows:
(1) you're interested in their products
(2) they can push you out promotions via your friend stream for free in the future
(3) they can use you as social proof when advertising to your friends
Obviously this doesn't apply to all businesses, if you're selling a one-off product having a long term relationship with a user ins't important. But if you're a retailer or brand then that long term relationship can have a lot of value.