The like is not enough.
It's nice and all, but not enough.
Plenty of people say things that others like. In fact, it's pretty easy to tell people what they like to hear.
Anyone can be on social media. But there's a difference between being on social media and actually doing social media well. The "being" requires little more than a pulse and a general understanding of how the internet works. The "doing" takes some chutzpah.
You see, to ignite passion in others, you have to show passion: passion for your business, your industry, your products. You have to have a clear and authoritative opinion that resonates through every piece of content you share.
And of course, there's a chance some people might not like that opinion. In fact, they might hate that opinion so much they hightail it over to your Facebook page or blog or Twitter account and tell you just how much. This is a fundamental aspect of the human condition and, honestly, it is what it is.
But there's also a chance you'll ignite a spark in someone's heart. Or cause a boatload of neurons in someone's brain to start simultaneously shooting off creative awesomeness.
Or, at the very least, you'll get someone to click "share." And then, come back another time. And then another time after that. Heck, you might form a tribe of like-minded, passionate people who follow your brand and remain loyal to the end. Except, your business won't "end" because it'll have enough loyal customers keeping it afloat.
Your business' online voice doesn't have to shout. But to be heard, it needs to stand for something.