A “Like” on your Facebook Page is not just a vanity metric. It signifies a real person showing interest in your business. They’ve opened a 24/7 communication channel with you. I, for one, think this is very powerful. Facebook allows you to keep your customers warm in a friendly non-invasive way. There are only so many times a person will shop at your store in a month or year, depending on your industry, respectively. Even promotional emails with 10% off coupons can become tired and end up people’s spam folder over time. So to keep a person warm between purchases, Facebook posts are key.