TRI-STATE (WFIE) -
What do you "like" on Facebook?
Users around the globe are obsessed with the Like button and they're reaping the benefits, from discounts to contest wins, to inside information about their favorite brands.
But experts say there's more to the Like button than first meets the eye.
Facebook has found a new use for the Like button. It's a new feature called Sponsored Stories.
If you like something, in this case Starbucks, your face might show up next to an ad for Starbucks.
Privacy advocates say, that looks too much like an endorsement.
Now they're telling Facebook users, it's a good idea to look before you "like."
Annie and her friend Chris both love Facebook. But, when it comes to the Like button, they have very different views.
"My Like is hard to get. When I Like, I want it to really mean something," Chris said.
"And I would say that I Like things probably about once an hour. Is that too much?" asked Annie.
Not for advertisers, who have been embracing Facebook in a big way. Hundreds of thousands of them have created pages for their products, hoping to grow the number of "fans" who "like" them.
"Liking has become the 21st century bumper sticker. It's kind of your way to show your identity and say, 'Hey I like this brand,'" said Bulbstorm CEO Bart Steiner.
Steiner says companies recognize the power of the thumbs up, knowing it grows their list of potential customers, and are willing to offer big rewards to those who click it.
"Virtually every brand that's been on Facebook for a while has done some kind of sweepstakes," Steiner told 14 News.
From luxury vacations to fine jewelry to high-tech electronics, Like something on Facebook and you can win.
But that's only the beginning of the benefits.
"Offers, discounts, or access to unique information. Or you can give your feedback to a brand for the first time and have them really be able to listen to it," said Steiner.
But you may want to think twice before you click. Experts say there are also potential drawbacks.
"Consumer beware, when you like a brand, you might be used as part of an advertising campaign," warned Steiner.
Your support may show in a brand sponsored ad for all your friends to see. And Facebook is even stepping it up with a new product called sponsored stories, where not only your name but your picture will show up on top of an ad.
"The data shows that very often those can be two or more times as effective as an advertising medium. Because by putting my likeness there, they've essentially given my endorsement," Steiner said.
Craig Spiezle of the Online Trust Alliance says you should be concerned with privacy issues as well.
A lot of these likes are connected to apps that ask you for personal information in order to enter a sweepstakes, get a special deal, or more.
"How is that data being used? How can you delete it? How long is it kept? And perhaps one of the most important things, Who's it shared with?" are a few of the questions Spiezle presented.
Read privacy policies and check your own privacy settings, too.
They may not be set or optimized for privacy settings by default," noted Spiezle.
As for Annie and Chris, whether they Like a lot or a little, they can agree on one thing.
"Facebook rules!"
if you're concerned about privacy, Facebook says anything your friends are seeing as a sponsored story is actually something they would have already seen in your news feed.
And also, a sponsored story never goes to anyone who's not already your friend.
But five users recently sued, saying Facebook wouldn't let them opt out of sponsored stories. A judge ruled against Facebook, saying it had to give users control over their personal info.
So, Facebook is planning to add tabs to help you control who sees your sponsored content.
Of course, if you want to be avoid the hassle, you can just opt not to hit Like button in the first place
To read more about Facebook's settlement and the $10 million penalty, click here.
Copyright 2012 WFIE. All rights reserved.
