This week has proven that the Social Media Universe can still shatter at the sound of a new widget.

The “Like” button on Facebook, that small tab at the end of every article that allows you to give the thumbs up, is currently making big news. Apparently it all stems from the fact that people click this button really often and “twice as much as the Become a Fan” button, according to Facebook. Overall this button has become very recognisable and, pun intended, likeable.

Facebook: All You Need Is Like

You can “Like” anything online: good for Facebook, marketers and users.
This would be why Facebook has taken the plunge and started working on allowing publishers to have a Like button as part of Facebook’s Open Graph API project. This would set off people “liking” articles and send them out to the Facebook platform (back to the garden) with varied consequences. For Facebook, it gives further insight of user behaviour and improves the usability of the site by bringing quality articles within the garden (articles that your friends like are more likeable for you). For publishers and bloggers like yours truly, it maximizes exposure and engagement opportunities. It also democratises the online publishing industry making the success of an online publication more based on quality content (content that people want to share) than on the money you may have to spend on an SEO consultant and/or paid-for links. It is also good for users, since Facebook may become more enjoyable and varied and other sites would start to behave more like facebook pages.

You can “like” brands: good for Facebook, possibly good for marketers and meaningless for users.
The next piece of news was leaked yesterday. Facebook has issued a letter to some page owners using the “Become a fan” advertising scheme to let them know that “Fan” and “Become a fan” will soon be phased out and replaced by “Like”. This is good news for page owners who, in theory, would get double the clicks. Maybe the wording reflects better the reality where one may not be a fan of a company like Subway but may very well like it. This also will provide better consistency across the page where you like your friend’s comment on My David Cameron poster, the new picture of a workmate drinking a yard of ale and an article on how to save money in the supermarket.

As long as this helps brands to relax and embark on a more playful attitude about their products and services we all should be happy. However, one can argue that if all brands get twice as many fans, is that an improvement? It’s true that you can communicate with more people, but in a more competitive and noisy fashion. As always, true engagement beyond “fans”, “connections, “followers” is what matters, so never obsess over sheer numbers ( I know, it’s hard!).

About The Author

Xavi Izaguirre

Xavier Izaguirre joined Social Media Library in November 2009 working as part of the Research Team. Prior to joining Social Media Library, Xavier completed a Masters Degree in Marketing and Communications at Westminster University, London. An active user of Social Media platforms, Xavier is very passionate about new trends in communication and Social Media Marketing contributing towards a number of online campaigns within the Educational Sector.

Follow Xavier on Twitter at @Xavi_izaguirre