Facebook's "like" buttons might seem trivial, but they can make a big difference when it comes to driving online sales, Ava Beck writes. Most consumers are sparing in the brands to which they award "likes," and are more likely to buy from brands that have won "likes" from their friends, Beck writes. "So, does that silly thumbs-up button really matter when it comes to your bottom line? The answer is yes, it does," she writes.

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