Do you like, “like” it?
2011
Over the few years that I've been using Facebook, I've acquired quite a few likes. A few thousand to be exact. Now you might think that's a bit ridiculous, and it is, really. There's no possible way I can interact with all of those pages, and I don't.
Over the few years that I’ve been using Facebook, I’ve acquired quite a few likes. A few thousand to be exact. Now you might think that’s a bit ridiculous, and it is, really. There’s no possible way I can interact with all of those pages, and I don’t.
Why do we “Like”?
I generally click the like button if it’s something I recognize and have had some sort of POSITIVE interaction with. I won’t like something just to like it, and I won’t like something I’ve had a bad experience with or don’t like. Some people like pages just to support a cause their friend is a part of. That’s not something I do, but it’s an alternative motive.
What happens after we “Like”?
Nothing. A whole lot of nothing.After I like something, I usually don’t see it again. That is, unless I actually like it. I won’t actively search out a brand after I like it just to see what’s going on. Maybe if there’s a big push, or a news mention I’ll check it out, but otherwise it’s dead to me.
So the initial interaction with the brand on Facebook is key. That’s when a user will see a promotion or join a mailing list. After that, their pretty much lost forever. It’s like the old retail secret that retaining old customers is a lot cheaper than creating new ones. It’s easier to reach the “fan” the first time than it is to reach them after that.
The numbers
So just because a page has six million fans, doesn’t mean six million people are actually engaged. The number is skewed, and it’s skewed high. Brands need to recognize this and realize that most people don’t actively engage with brands they already like. That is unless they happen to see a post in their feed by chance.
So what are you saying?
- People don’t like things they don’t like
- Brands aren’t actively searched for engagement
- Fan numbers are skewed
What are your takes? Why do people like things, and how do they interact after they like something?
As far as the ‘Like’ goes, I’m guilty of the exact same thing. I like pages if I recognize something, have had an experience with something or know of something the page is about.
I tend to “unlike” the page as soon as the feeds start showing up on my wall! ‘Like’ is becoming a completely habitual habit that people do not even realize they are following something… and half the time, I believe it may be a way for Hackers to allow themselves into your page!
I think we’re all guilty of it, and it really shows that the ‘like’ numbers aren’t something brand managers should be measuring success with. I also do the exact same thing. As soon as a brand starts spamming my feed, it’s gone. It’s really not a good way to reach anyone.
The “like” button on Facebook has definitely lost its meaning and significance over the past few years. I think most of this is due to the fact that there are so many different things you can “like”. Statuses, comments, company profiles, celebrity pages, etc… After awhile the significance of the “like” button begins to fade and it evolves into somewhat of an annoyance. My newsfeed becomes cluttered with people “liking” 5-10 things a day, and I grow tired of seeing it. In order to avoid being a hypocrite I tend to not “like” company or celebrity profiles. Mainly because I know that after I “like” a page, the likelihood of me returning to that page is pretty slim.
There has been speculation for a few years now that Facebook will create a “Dislike” button. Personally, I feel that this would have similar effects as the “Like” button and people will dislike many things, but the novelty will soon wear off and the thousands of things that people dislike will be forgotten. Regardless of whether there is a “Like” or “Dislike” button, I feel that they would both be helpful tools for someone to get to know another better. For example, if I find out that a friend is also into the same type of music, food, or comedy group, it strengthens our relationship even more. Even though it is grossly overused, I am still in favor of the “Like” button.
I know personally I don’t ‘like’ things I don’t like, but then again there are many people who have know idea what they are liking when they hit the ‘like’ button. Even though I may like it, doesn’t mean I love it or that I am going to follow their page and there are few pages that I actually do follow. I don’t believe brand managers need to pay attention to the ‘like’ numbers. The ‘like’ button may help them get a general understanding on whether they are being “liked” or not., but its highly unlikely that of all of the people who liked a page are also interacting with it. Many companies are becoming spam and much more annoying and ‘unlike’d rather than gaining business. If more people were to only ‘like’ things they actually really did like and planned on following their page, the ‘like’ button would much more influential. I think that maybe people like the ‘like’ button more than they actually like the things they are liking.
The idea of liking something of facebook is an interesting topic of discussion. All in all, I know that I have “liked” hundreds if not thousands of postings on facebook. These have been predominantly postings from my friends—status updates, pictures, wall posts, ect. I would love to see a collection of all this postings I have “liked” on facebook, though that would probably be a waist of effort and money on their part.
When it comes to groups and companies I have chosen to “like” the number is much smaller. It is somewhere around 40 to be exact. I do know people that “like” a lot pages than I do, but I agree with you that I do not “like” something unless I actually like it. Of course I have a couple of friends endeavors mixed in there, but I do like what they are working on. It may seem like an alternative motive to you, but I like that my friends have the entrepreneurial spirit, so supporting them by “liking” their facebook page (if they ask me to) is something I really like doing.
There are a couple of my pages that I interact with on a semi-regular basis, but over all I think you make a valid point. Once we like something that is it. We look at the page once and rarely if ever interact with it after that. To top it off, usually the next interaction is it being deleted from our “likes”. So all in all, the company that developed the page, really only has one chance to speak to us. Maybe they will get us on an email list, or maybe they will entice us to come back to their page and interact with the thing that we “like”.
The numbers have to be skewed though. I think that there are actually that many people that have decided to “like” a page, but not nearly that many actually visit the page. So in my opinion they are not making up fans of their pages, but all of their fans do not visit their page. Facebook to me, is just another form of search-overload that we see every day. But, at least these companies are getting a chance to reach us, because sometimes it may be our first time seeing it, and how can we know weather or not we like something (in real life, not just facebook life), if we never give it a chance.
For all intents and purposes, i’m more so talking about liking pages and applications. Status updates, photos and other items aren’t something I’m trying to put in perspective. Although it is nice when 31 people like your status…
I agree that a dislike button would be almost the same. However, we would actually know if people don’t like something. A negative feeling is much stronger than a positive one, and people are much more willing to express it. The numbers would be fairly accurate because we aren’t trying to reach people that don’t like us in the same way as people that do like us. Once they hit that dislike button, there’s a lot of work to do to get them back.
I’m very particular on what I “like” on Facebook. The reason for this is because I get updates on my feed about the things I like. I make sure I would be interested in checking out any updates with companies or people that I choose to “like.” For example, I love Teresa Giudice of the Real Housewives of New Jersey. I want to know any updates and changes to her Facebook fan account, so I “like” her in order for that information to appear on my newsfeed. I agree with your post that most people are not engaged in the things they “like” on Facebook, and therefore the fan numbers are definitely skewed. I liked your post – definitely made me think about my own Facebook page and “likes.”
I don’t know if I could live without Facebook (true statement). I find myself updating my statuses and logging on probably 5 times a day. It’s just so addicting. I’m not sure what’s going on with the “Like” button though. I would rather them have a “Dislike” button. I think the “Like” button was a great idea but i personally don’t use it that much.