Facebook's new "Like" button acts like an open channel - allowing creative hotel marketers to offer discounted rates, room photos, or special offers directly to people who are already interested in your services.
In April, Facebook debuted their new-and-improved "Like" button, allowing users to more easily connect with brands, services, and products across the Web.
The old Facebook "Like" function allowed users to connect only within their Facebook networks. For example, if someone posted any content, their network of friends could click a button if they enjoyed the content. The new "Like" button takes this group-excitement principle a step further by letting Facebook users click "Like" buttons on third-party websites. The user's Facebook profile will then be connected with the company's Facebook page.
The third-party "Like" button isn't a one-time connection; it's an open channel