When operating on Facebook, retaining and maintaining your fan base is as important a task as getting a fan to Like your brand. A customer can Like you if your page and content appeals to him, but in order to generate value out of the relationship, the key is to keep them interested in your brand and not to breach their trust. Yet, when consumers Like a brand page, brands may misinterpret this action as permission to extract personal information about friends and friends of friends to help personalized marketing.