No, I don’t like you

Are social media services asking us to “Like” too many things?

Have you been asked to “Click ‘Like’ to find out more”?

As more businesses use Facebook and other social media channels as marketing tools, the ‘Like’ button has become one of the key performance indicators for the success or otherwise of a Facebook page.

So it’s not surprising to be required to ‘Like’ something to find out more about a business, product or competition – despite the latter often being against Facebook’s promotion guidelines.

The problem with hitting the ‘Like’ button is my name is associated with that page or comment which is then visible to my Facebook friends and liking the wrong things can cost real friendships and even jobs.

In social media forums like Facebook where there’s not even the pretence of anonymity, we are all accountable for our likes and dislikes. It creates part of our online persona and any observer is right to assume what we give a thumbs up on a social media site is what we like in real life.

That’s not too damaging if it’s just fluffy cat pictures or some innocuous soft drink but it can have real life consequences outside of a social media platform.

So no, I don’t like you because you have a Facebook page or a well executed social media strategy.

If I do like you, it will because you’re putting out a good product, I respect your work or because you are a friend in real life.

Random ‘Likes’ are a lousy measure of a business’ online success, they’re a lousy deal for the people who give them out as well.

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Author: Paul Wallbank

Paul Wallbank is a speaker and writer charting how technology is changing society and business. Paul has four regular technology advice radio programs on ABC, a weekly column on the smartcompany.com.au website and has published seven books.

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