This was first felt in the schoolyard. It meant being invited to hang out with the popular gang. It was noticed when you were offered to attend “that” all important birthday party.
When college came around it was being selected to be on the football team, chosen for that all important committee or be part of a fraternity.
It doesn’t change when you start your career. You need to be “liked” to get past first base at that job interview.
Being left off the list is a lonely place.
On the social web that has been transformed into every “brand” wanting to be liked. It does have some benefits.