New Like functionality which give likes more visibility on peoples profile.: http://tonyadam.com/blog/994-facebook-likes-meta-data-thumbnails/
How to Optimise:
1: Add link button to prevalent position on your webiste
2: Meta Data: This is normally pulled automatically but there are ways to manually change it. for eg wordpress plug in wich allows this are: WP-OGP, I use on my blog FB-Like whih allows for custom meta details.