Nasdaq is aiming to make investing in stocks almost as easy as clicking a “like” button on Facebook.

The exchange today will unveil a partnership with Internet startup Loyal3 to sell stock directly to consumers via the Web, including through social-networking site Facebook.

The companies envision people scooping up investments while they are browsing Facebook, using a specially designed app to buy or sell shares, or perusing a participating company’s Web site.

Nasdaq, a unit of Nasdaq OMX Group Inc., and Loyal3 say they are trying to reach small-time investors who don’t use a brokerage but do have strong loyalties to favorite companies.

They contend they can turn the non-investing customers of well-known, consumer-oriented public companies into shareholders, giving the companies more loyalty in both areas.

“This is a very frictionless way to bring small investors into the market,” John Jacobs, Nasdaq’s chief marketing officer, said. “There’s a segment of the market that has never opened a brokerage account. It can be rather intimidating for some people.”