Consumers Expect Something for "Like"

According to ExactTarget, 58% of Facebook likers expect both access to exclusive content, events or sales, and discounts or promotions through Facebook.  Only 37% do not expect anything to happen.

What does all of this data mean?  In short, it means that the "If you build it, they will come" mentality only works in the movies.  Just as it is with every other medium, you need to give visitors a reason to engage with you.

What exclusive content are you providing to your likers?