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Brands Placing Less and Less Emphasis on Facebook ‘Likes’

Earlier this month we ran a story on the fact that Facebook likes do, in fact, encourage more likes. You really can’t dismiss the psychological power of someone making a simple click to say “I approve of this message”. We certainly enjoy the instant gratification of likes on our most popular stories.

At the same time, brands and marketers have come to rely less and less the number of likes as a measure of success. Today our sister site AllFacebook posted a report on the change, noting that likes don’t translate into ROI statistics as easily as site traffic, page views, conversions and sales.

This isn’t terribly groundbreaking news, but it’s worth remembering in the face of recent changes designed to help ad and page managers better measure the success rates of their content. Another interesting revelation: media buyers have recorded greater ROI for local at-scale promotions that push consumers to visit brick and mortar stores. Marketers take note.

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