More Facebook Likes are not always better

This article discusses the impact of Facebook 'likes' on brands, considering their value and whether a law of diminishing returns applies.

More Facebook Likes are not always better

Ed HartiganiProspect

A new study found Facebook Likes generate an unconscious and immediate effect on brand perception but while the positive perception is very steep as Likes increase from a low to medium level, they tail off between medium and high.

Social media has become an established part of the marketing and communications mix and brands now spend millions worldwide on trying to maximise customer engagement online, including trying to increase the number of Likes on the most popular social media platform, Facebook.

Even though the industry is maturing, marketers still seem...

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