This report from PSFK looks at why Facebook users choose to ‘like’ a brand on Facebook. The bad news for brands is that most people do it to get a discount or other price offer, the good news is that just as many do it to show their support for the brand in question.
The last reason people list for ‘liking’ a brand on Facebook is ‘to share ideas, provide feedback’. Interesting, considering Facebook is a social network where people meet to share ideas and provide feedback.
But (still) not in a commercial context, it seems. Or maybe the brands just (still) aren’t good enough at using Facebook in a way the benefits both brand and consumers.