Facebook recently had its f8 conference and released a few small bits, like A New Data Model, major changes to the REST (Graph) API and Facebook Connect, and The Next Evolution of Facebook Platform.

One of the main features pushed out was the social plugins  — which are small pieces of code that let website owners quickly connect Facebook to their website. The most popular one being the “Like” button (due to ease of integration). TechCrunch reported that just a week after f8, 50,000 websites now feature the Like button and other social plugins.

Facebook has decided to phase out the "Become a Fan" terminology and replace it with “Like” — both on Facebook pages as well as on the social plugins. Retailers are already pushing this to better engage with their consumers and increase their Facebook network exposure.  Shoes.com for example set out an email blast campaigning to offer special deals and insider information to those who “Like” the Shoes.com Facebook page.

Following the email from Shoes.com users are brought to a special tab on Shoes.com’s Facebook page call “shoes $avings.”  The page is partially blank and reads: “Can’t see the special offer below? LIKE US on Facebook and it’s all yours! Enjoy!”

Is this smart marketing or just an annoyance for consumers?  How far will retailers go to get more likes?  Over time will users perceive Likes to be less  legitimate if they are incentivized?

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