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There is one use case where Facebook likes are useful, even critical: in online brand protection. Users that actively "like" your page to receive your news have been proven to "like" the page with your company's name that has the highest number of likes (in other words: the most liked page is perceived to be the official page). If there are other pages about your company created by third-parties, and that get enough likes to be mistaken for you, you definitely want to have more likes, to make sure to remain the page that is perceived as official, and keep using Facebook as an information channel.

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