Social Media Marketing (SM) News
Facebook Playing on Words to Heat Up the Social Space |
23 April 2010 |
Changes are going to take place to the benefits of marketers as Facebook has started to replace "fans" with "like" the page. Users who have "liked" a page – not one of the updates on the page but the whole page – will automatically subscribe to the branded page.
The tactic is to lure users into becoming part of the brand network by using a less passionate word "like". As a result, the base of fans of a page can be broadened as there are more people to "like" a page than to become a "fan" of a page. Marketers, on the other hand, should update their websites with "Find us on Facebook!" instead of the irrelevant "Become a Fan on Facebook". Again, "Find us" is more easygoing than "Become a Fan".
The problem is that devoted fans will feel less committed to the brand with the changed word "like" – Anyone can like something and not become a fan of it. But having the page added to one’s profile does say something about the persona. The "Like" still matters in the Facebook social scene.
The only bad thing is that having attracted a lot of the devoted and not-so-devoted users to a page, quality of the network bonding will drop. People might either skip reading page updates or get annoyed with the overwhelming flow of updates from various pages. Marketing campaigns will also have a problem of targeting a specific group of people. After all, it is too easy to click "Like" and way more people will be counted as part of the group no matter how far their affection can go.
Related Services:
- Social Media Marketing
