A Like is an expression of casual affinity. It indicates the visitor has an interest in your business and wants to hear from you. It’s similar to someone opting-in to receive email updates. This can lead to the building of more personal relationships with users and a greater degree of engagement with them, as well
People who click the Facebook Like button are “more engaged, active and connected than the average Facebook user. They are more interested in exploring content they discover on Facebook. Likers click on 5.3x more links to external sites than the typical user, says Facebook.
Once people Like your page, they are added to your fan base. Using the messaging feature contained in the page’s administrative console, you can send broadcast-style emails to all your fans, or target them based on demographics, such as age, gender and location. While this tactic should not be overused, sending an occasional email is another way to stay top of mind with customers.
Facebook keeps a record of all Like activity. Merchants who use this platform can access this data to produce more highly-targeted ads. This means merchants can achieve a greater degree of relevance with their advertising.
Associated with every Facebook Page is an analytics component called Insights. It provides detailed data on fan activity on the page, as well as demographic information such as age, gender and geographic location, all of which can be important for the purposes of market research.