Yes - it's confusing. At first we are all for pushing Facebook into everyone's business (literally) and now we want to change our minds? Not really.

Understanding and knowing the truth behind the elusive 'likes' is an important way to know how and when to spend your money, and if it's really worth it.

It is a fact - likes are no longer an organic representation of your followers' interest, or a reflection of content well received. Likes can be bought, farmed even, and that makes them more of an advertising entity than ever.

This brings up a question of ethics, and has caused quite the global stir amongst social media specialists and marketing firms, as it has changed the game, creating an issue for those considering Facebook's pay-per-click options and promotional strategies.

These days, quantity is no indication of quality as Facebook likes are more akin to winning a popularity contest then an election.

How are small business owners supposed to know what is worth their time and precious funds?

As investigations into these world wide "like-farms'' deepens, it shines a light on the lessening importance of the 'like' itself.

We suggest continuing to host a Facebook page that provides genuine and interesting content, content that is engaging to the user, promotes, to a certain extent, your services and products and stands as a viable means of connectivity between potential or existing customer, and you.

Don't focus so much on 'likes'. Focus on engaging in customer interaction. Focus on pushing for commentary and conversation, exciting your followers to return daily, perhaps more than once, to see what is happening on your page.

Facebook ads are a little different - these continue to prove useful at targeting specific markets and users and would be a much wiser use of your advertising dollar, especially when paired with an appealing page.