The big headline on ADWEEK this week is that brands prefer Social Shares to Likes. It has become a common practice to ask consumers to like them on Facebook. Whether it was on a billboard, in an ad, on a website, or on a piece of marketing material, consumers have been asked for years for their nod of approval by liking a brand. Marketing pros now say that the chatter created by sharing a promo is more valuable. Shares require consumers to put a little skin the game when endorsing a product. If someone is willing to put their reputation on the line by posting an ad or blurb that is a word of mouth referral that keeps on giving.