Coach,
When you add the {JFBCLike} tag, it will use the URL of the page it's currently being viewed on. To do what you're looking to do, you should specify the URL of the destination page. That will make sure that when the Like button is shown on a page with others (such as a category view), the Like button is unique to the destination:
{JFBCLike url=http://site.com/final-page-that-should-be-liked.html}
Hope that helps!
Alex
Click on like for one item and JFB says I like them all
