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"When it comes to Facebook marketing, we all know the difference between snagging "likes" with simple freebies and discounts, and earning them through engaging, meaningful social content. Doing the former does get "likes" to pour into your company's page for a time - until the discount ends, leaving you with bigger numbers but not greater fan loyalty. Doing the latter gets you something far more valuable: "likes" from fans who actively endorse your brand, and who continue endorsing it, because they want to. That second type of "like" - the "like" that keeps on giving - is the one we want our social initiatives to bring in, and it takes more creativity to get."