A Facebook 'Like' Does Not Equal an Opt-in
From Social Media Today:
Facebook’s Like button is often confused as an “Opt In” by marketers. All too frequently people who have clicked the Like button are thought of as a captive community where customers have opted in to marketing and engagement. Likes do not represent the actual size of a community, yet many organizations confuse the overall number with actual audience size. The difference between Like and other direct response triggers is that the Like is an act of fleeting value that must be earned over and over again.
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