Brands using Facebook want consumers to "Like" and engage with their product, but what do consumers get in return?

A December 2009 MarketingSherpa survey asserts that learning about specials and sales was the top motivation of those who liked and/or followed a brand online.

The travel industry has done a great job of using social sites to engage consumers in a 2-way conversation about the brand and reward loyalty with various incentives. Segments of the travel industry such as hotels and airlines are building brand loyalty, especially with a younger demographic, through social media by allowing customers to purchase tickets directly through the Facebook page and receive exclusive offers just by being an online 'fan' of the brand.

The Biltmore company is a great example of a brand in the travel in leisure industry that is using their Facebook page to offer exclusive information and offers.

For brands to acquire 'likes' on Facebook, being passive is not an option. Three-quarters of Facebook users worldwide who 'liked' a brand told DDB Worldwide and Opinionway Research in September 2010 that they had been prompted to do so by an invitation or advertising from the brand they followed. 

What does all of this mean for you? Know your audience and how they want to engage in social spaces, develop compelling offers and, remember, serving is the new selling!