"Jeff: Great to hear from you, hope the family is doing well also. Agree, my sense is sentiment is something they are gleaning from the comments themselves. Know there was much debate regarding the "dislike" button in addition that they did not go with. Like means interested or engaged more than anything. But you are right, marketers care on interest, engagement and also reputation. Many firms focus in the area of reputation as well as it is critical to understand the positive and negative WOM (word of mouth) taking place around your brand." - Lou Paglia