Hundreds of millions of people around the world (not to mention quite a few pets) have signed up to this online meeting place. Some share their every waking thought, others just their holiday snaps, but most are familiar with the “Like” button that allows them to show their appreciation for their favourite movies, books, celebrities and of course brands. A brand page on Facebook makes people feel part of an exclusive club where they can find special offers and get all the latest news before anyone else, and it is also a two-way channel that allows them to communicate directly with the brand.