Look Before You Like
SACRAMENTO (CBS13) - Annie Pace and her friend Chris Crater have very different views when it comes to the like button on Facebook.
"My like is hard to get. When I like something, I want it to really mean something," Crater.
Pace says she almost likes something once every hour.
"Is that too much?" Pace asks.
Not for advertisers.
"Liking has become a 21st century bumper sticker," explained Bulbstorm CEO Bart Steiner. "It's kind of your way to show your identity and say, 'Hey, I like this brand."
Steiner heads a marketing firm and says companies are offering rewards to those who click the like button, such as vacations, jewelry and electronics.
"Virtually every brand that's been on Facebook, for a while, has done some kind of sweepstakes," said Steiner.
But there are potential drawbacks.
"Consumers beware, when you like a brand you might be used as part of an advertising campaign," said Steiner.
Facebook may even show your picture on top of an ad for the company.
The data shows that very often, those can be two or three times as effective as an advertising medium. Because, by putting my likeness there, they've essentially given my endorsement," said Steiner.
Privacy issues are a concern too. Some likes are connected to apps that ask for personal information to enter you in the sweepstakes or to get a special deal.
"How is that data being used? How can you delete it? How long is it kept? And perhaps one of the most important things, who's it shared with?" are question you should ask said Craig Spiezle, Online Trust Alliance.
Pace and Crater may not agree online, but they agree on social networking.
Facebook says you can opt out of the sponsored stories ad campaign, and check your Facebook activity log to make sure you're only sharing these ads with people you want to.
