In this article from Technorati it talks about why people like brands and companies on Facebook. Most people are liking the page because they are hoping to get something free or a discount on whatever product that company produces.
I personally don't have a lot of companies as Facebook friends. I would have to be really interested in a company for me to find them on Facebook. I have followed companies in the past and I felt like they posted too frequently. I get annoyed when I log on to Facebook and all I see are posts from one person or organization. For me to stick with someone they would have to post frequently but not so much that I could get tired of hearing from them. And most importantly I want their posts to be useful or funny or intelligent. I want to take something from the post. They don't have to be giving me free or discounted things for me to want to read their posts. They could even just be a little funny blurb or comic strip. For companies I just feel like it is a fine line between reaching your customers effectively and really just annoying them and having them ignore your posts and possibly even stop following you.
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