Annie and her friend Chris both love Facebook, but when it comes to the "Like" button, they have very different views.
"My like is hard to get," said Chris Crater. "When I like, I want it to really mean something."
"And I would say that I like things probably about once an hour," said Annie Pace Scranton. "Is that too much?"
It's not too much for advertisers who have been embracing Facebook in a big way. Hundreds of thousands of them have created pages for their products, hoping to grow the number of "Fans" who "Like" them.
"Liking has become the 21st-century bumper sticker. It's kind of your way to show your identity and say, 'Hey, I like this brand,'" said Bart Steiner, CEO of Marketing Firm BulbStorm.
Steiner said companies recognize the power of the thumps up, knowing it grows their list of potential customers and are willing to offer big rewards to those who click it.
"Virtually every brand that's been on Facebook for a while has done some kind of sweepstakes," said Steiner.
From luxury vacations to fine jewelry to high-tech electronics, "Like" something on Facebook and you can win. But that's only the beginning of the benefits.
"Offers, discounts, or access to unique information," said Steiner. "Or you can give your feedback to a brand for the first time and have them really be able to listen to it."
But you may want to think twice before you click. Experts say there are also potential drawbacks.
"Consumer beware. When you like a brand, you might be used as part of an advertising campaign," said Steiner.
Your support may show in a brand-sponsored ad for all your friends to see. And Facebook is even stepping it up with a new product called "Sponsored Stories," where not only your name but your picture will show up on top of an ad.
"The data shows that very often those can be two or more times as effective as an advertising medium," said Steiner. "Because by putting my likeness there, they've essentially given my endorsement.
Craig Spiezle of the Online Trust Alliance says you should be concerned with privacy issues as well. A lot of these likes are connected to apps that ask you for personal information in order to enter a sweepstakes, get a special deal, or more.
"How is that data being used? How can you delete it? How long is it kept? And perhaps one of the most important things: who's it shared with?" asked Spiezle.
Read privacy policies and check your own privacy settings, too.
"They may not be set or optimized for privacy settings by default," said Spiezle.
Facebook says they respect customer privacy. While you can't opt-out of the "sponsored stories" ad campaign altogether, you can check your Facebook activity log to make sure you're only sharing these ads with people you want to.