Note: I am 3 months late on posting this, but I thought it was still relevant. Thanks Marvel.

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When Facebook announced its decision to switch from the “Become A Fan” button to the “Like” button, there was a lot of backlash. Many viewed the change as a something that will hurt the connections brands had built with users.

There were some valid arguments supporting that position such as: It is more powerful to be a fan of a brand than to like a brand.

Yet these arguments were premature. Recently, the F8 Developer Conference was held. At the conference, Mark Zuckerberg gave the keynote speech which was focused on Facebook’s Social Plugins, specifically the new “Like” button. He began by hailing what he was about to share as the biggest thing Facebook has ever given to the web developer community (paraphrasing). I deem that statement as correct.

So why is the “Like” button so awesome? Simple answer: it attempts to allow every website to be personalized for each user* whether or not they have ever been on the website before.

How does it do this, you ask?

If a website has added the code for the Facebook’s social plugin on their website, Facebook will track the activity of a visiting user*. For instance, if I am on Pandora.com and I “Like” a bunch of bands. That will be recorded onto my Facebook page and my Facebook cookie. If I go onto Yelp.com and I review a few restaurants that will also be recorded onto my Facebook page and my Facebook cookie.

Now here is the awesome part. When I then head over to CNN.com, which has already integrated Facebook’s Social Plugins, CNN will know what restaurants I reviewed and what bands I “Liked.” With this information, despite the fact that I am not signed in, CNN can customize my experience. Using the knowledge gained through the social plugin, they can give me content more personalized to my interests. Or at least that is the hope.