Occasionally, a difference in word choice can redefine entire relationships between people or separate entities. Yet when Facebook announced they were changing their “Become a Fan” button to read simply “Like,” my reaction was, “does this really matter?” As it turns out, this new method of connecting with brands, causes, and celebrities via their Fan Pages could fundamentally transform the way we use the largest social media platform on the Web.
First, we must understand that Facebook is, arguably, the most brand-friendly and advertising-driven social network out there; it is rapidly becoming known as the place for people to connect with the companies and organizations they are interested in. Therefore, it’s important that the way Facebook strategizes the future of its platform be mindful of the vast army of brands that have come to rely on the network as a key element of their marketing plan.
Facebook has issued a memo to its advertisers stating that the new “Like” button will function as, “a light-weight, consistent way for users to connect with the things they are passionate about.” The phrase “light-weight,” indicates that there is now somewhat less of a commitment being made on the part of the users. In other words, while one person might say they “like,” or casually enjoy Starbucks coffee, perhaps calling themselves an outright “fan” carries an implication the user isn’t ready to adopt.
With Twitter, you have the no-commitment method of simply “following” a brand rather than giving yourself a specific title. Yet, the difference there is that Twitter user accounts all exist on the same level, as opposed to the difference between “People” and “Pages” on Facebook. Perhaps one of Twitter’s greatest advantages then, is the ability to connect with a brand without feeling a sense of liability or direct engagement.
Having to declare oneself a “fan” of a product is, arguably, a lot better for Page managers who want to facilitate positive, constructive communities without having to constantly guard against those who actively dislike a person or brand. In a recent post on the unofficial Facebook resource site, All Facebook, some have expressed a fear that the new “like” feature will draw in a wave of lower-quality, or less-desirable fans, which could also potentially lead to higher unsubscribe rates from those who don’t want to receive a Page’s updates.
Due to a largely negative backlash at Facebook’s recent announcement, there is speculation that the network will not follow through with their plans. However, the situation has become an opportunity for users to reassess how they view their relationship with the brands they love—and vice versa. It all just goes to show how the growing power of social media can help determine the role consumers play in the brands they, well… like.
