Are Facebook 'Likes' all they're hyped up to be?

With all the hype surrounding social media, particularly its role as a marketing platform, one might be surprised to hear that consumers are not gunning to "Like" brands on Facebook.

With all the hype surrounding social media, particularly its role as a marketing platform, one might be surprised to hear that consumers are not gunning to "Like" brands on Facebook.

While this doesn't detract from the significance of social marketing, including how it relates to Facebook, it does force analysts to reconsider the "Like" features, as well as how brands are interacting with customers and social users.

According to a new report from research firm Crowd Science, brand pages on Facebook have been "Liked" by only 9 percent of users. However, no category received more than 20 percent of respondents' liability to "Like" something.

Marketers should mull over the following findings: Wall posts, pictures and comments led the study, each having been "liked" by 16 percent of respondents. These were followed by videos (12 percent), non-branded pages (10 percent) and branded pages (9 percent).

"These findings show that while users have been willing to 'like' Facebook items to some extent, they're far from loving the idea," said Sandra Marshall, vice president of research at Crowd Science.