The like button is easy to install, highly standardize and tied directly with Facebook’s analytics platform which can provide you a lot of information about each like button’s performance.
The like button exists in three formats: a standard, which show the name of friends who likes the page (this format is available with or without pictures) as well as the total number of likes, a box count showing the number of likes in a large box above the like icon and the button count that displays the number of count in a smaller format.
A light and dark color scheme is available, as well as different fonts. Choose them carefully in order to either match your site’s look and feel or improve conversions by using a color scheme and font that stands out. Also, make sure that your like button is placed where users are most likely to click on it.
Like vs Recommend
The Recommend button is something worth testing because it implies something stronger than “like” and clicking on it can sometimes be more appropriate than clicking on the “like button”.
Liking vs Sharing on Facebook
Since February 2011, Facebook’s users have the opportunity to comment friend’s like which was prior that only possible with the share button. Considering this fact as well as the fact that Facebook is not developing the share button anymore, there is no need to have both buttons. The “Like” one is enough.
Source : http://searchengineland.com/how-to-convert-website-visitors-to-facebook-likes-70545