Are Facebook marketing campaigns devaluing the ‘like’ button?

A U.K. department store’s effort to capture Facebook fans prompts one journalist to question the ongoing effectiveness of these campaigns.

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Without a doubt, it’s a great way to build brand loyalty for Debenhams, but journalist Charlotte McEleney at New Media Age asks whether campaigns like this will eventually devalue the “like” button. The Debenhams campaign, she writes, “highlights the fine line between ‘like’ being a useful tool to capture customers and fans and creating a meaningless, spammy environment.”

McEleney further states:

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