It’s time to choose love or unlike.
Full disclosure: I “like” 326 brand pages on Facebook. Further disclosure: I actually don’t like how the majority of those 326 Pages are using Facebook. A passing glance shows that many of these Pages haven’t posted in several months, and much more haven’t made an engaging post much longer than that. So why am I participating in such massive apathy and fraud? Why am I acting like I care when I really don’t? Why am I doing a disservice to so many Social managers and brands? Indifference and laziness, mostly. But today, I quit, and I’m calling you to the carpet, too.
Your “Like” Means Nothing; Choose A Different Lane
Facebook gives us three options when interacting with a Page. You can passively not like a Page; you can Like it and send up another ‘whatevs’ into the universe, or you can choose to Get Notifications, which I call “Love”. Realistically speaking, you really only have two options: Unlike or Love. Why? Because Liking a Page breaks the system; it’s a thumbs-middle, and a thumbs-middle is a vote of being impartial. A Like says I’ll call you later, even though you won’t. A Like tells a Brand that you are on their side, even though you aren’t. A Like means nothing from you, does nothing for them, and is a worthless exchange of nothingness. Don’t exchange nothingness.
Understand What Your “Like” Means
Yes, I get that you like Brand X. You purchase the clothes or visit the store. That’s great, but on Facebook, it’s not about the brand; it’s about what the brand is doing on Social Media. The question should not be whether or not you like Brand X; it’s whether or not you like Brand X’s Facebook Page and their posts. If “yes”, then choose Love; if “no”, then choose that category and Unlike their Page.
The Consumer Side Argument
Do Brands want more Facebook fans? Absolutely! As long as every Social manager’s analytics are increasing, they’re satisfied. What does that mean? It means that the brand will continue to do as they are currently doing. Likes are votes, and as long as the votes are in support of the Page, the Page will continue their strategy. If this is what you desire, then choose Love. Choose to get notifications from those Pages, consume their content regularly, and engage with them when you feel inspired. Show your support with Love. But if you aren’t completely happy with what you are receiving from a Page, tell them. Slowly inhale, and choose Unlike (it’s not irreversible). When a brand continues to see its audience decrease, it will change direction, it will work harder, and it will ultimately be better for it. And you will receive less of what you don’t care about, so there’s that. Love and show support, or Unlike and move on. It’s how the consumer-brand relationship is supposed to work.
The Brand Side Argument
Stating that brands want more fans is an oversimplification. What brands really want are more engaged and happy fans. If you are not on board and completely in support of a Facebook Page, end your social relationship with them. The benefit for the brand is hearing from their audience; seeing votes that demand change or, at least some effort, is an important sign on their weekly report. Another upside is that the fewer indifferent Likes a brand has, the better chance it has to reach those who really do care. As we all know, Facebook can be a bit tight with Page reach, so do the brand a favor and get out of the way; stop taking up a spot, if you aren’t really interested. And if you are? Love that Page! It’s the best option for you and the best option for them. If you truly care about a brand, do it a favor and choose to view all of their content. Brands post to Facebook for a reason; don’t let an algorithm get between you and them. You can choose to see, or not see, what a brand is doing in Social, so make the decision.
It’s Not A Movement, It’s A Choice
There are probably 10 brands that show up on your page each day? Better yet, how many non-sponsored, non-promoted updates do you get from your chosen brands in a week? I certainly don’t hear from all of my 256, and neither do you. Facebook is not set up for a Like to have true impact, so don’t participate. If you truly, like a brand and how they use Social, then Love them. Choose to be an active participant, enjoy their Social channel, and make their presence count. On the flip side, if you are in the ‘whatevs’ category, disconnect.
There is no special hashtag for this and no certain day to get on board. This is not a call for a movement, nor is it a revolution meant to send a greater message. On the contrary, this is personal. This is a consumer and a brand advocate asking you to help fix the system. Visit your own Likes (prepared to be overwhelmed by what you see), and turn your apathy into action: https://www.facebook.com/search/me/pages-liked. The choices are not always easy, but at least actively make the choice. Turn your thumbs-middles into meaningful votes, and let brands know whether you support their Social efforts or not. In the end, it’s a win-win for both parties.
Do you agree that Love or Unlike are your only options? I could be convinced that Likes are important, so tell me why. I’d love to read your comments as I take a break from my 326-Page Unlike-or-Love challenge.
First published in www.socialmediaexplorer.com