Likes for the sake of likes are meaningless. The value of the whole Like system is that it gives you some notion of brand reach and adoption. You undermine that

Likes for the sake of likes are meaningless. The value of the whole Like system is that it gives you some notion of brand reach and adoption. You undermine that with programs specifically designed to drive Likes. Facebook encourages programs like this because they make money off of them. But they're a sucker's game; internet marketing is still internet marketing and people who are good at it know how to assess the value of an online marketing campaign with cold numerical efficiency. Google's advertising system is still far superior to Facebook's because it's built in such a way that Google makes more money when their advertisers make more money. Facebook still has yet to find a way to show real ROI in the way that Google does. I think they will eventually, but right now their mantra is that social marketing is different than online marketing.