Facebook Makes it Easier to Interact with Brands

Fan, Friend, Follow, Like -- all of these words have taken on new levels of meaning thanks to social media. It may have even motivated Facebook’s just-announced changes around Fan and Like.

Fan Pages will still function the same way, but “people will soon be able to connect with your Page by clicking 'Like' rather than 'Become a Fan.' People already 'Like' their friends' status updates, photos and links on a daily basis. In fact, people click 'Like' almost two times more than they click 'Become a Fan' everyday. 'Like' offers a simple, consistent way for people to connect with the things they are interested in. These lighter-weight actions mean people will make more connections across the site, including with your Facebook Page.”

“I DO like you in that way”
Social media has driven several “lighter-weight actions.” While it used to be about minimizing clicks, social media technology and design eliminates them if possible. Technologies like OAuth and Facebook Connect make it simple to login to sites and Twitter has tweaked itself to make Retweeting and Following possible without leaving the current screen. The use of “light box” design has also become prevalent to ensure users can quickly and easily Tweet, vote, login and more without leaving the current screen. This also eliminates the need for a new window or dialog box which can be blocked by browsers that can assume it’s a pop-up ad.

Connect the Dots
The Facebook news doesn’t require any immediate actions. Over time it will be easy to phase in Like, instead of Become a Fan. But taking a quick inventory of where a brand flies its Facebook flag is a proactive move. In fact, a smarter move is to review a brand’s customer touch points and make sure Facebook and Twitter buttons are used where it makes sense. This does not mean brands should festoon everything possible with Twitter and Facebook badges. But marketers have hard-earned, established connections with customers, including web sites and e-mail newsletters. Some of these connections are an obvious opportunity to promote a brand’s social media presence. It can benefit acquisition but, more importantly, it also lets the customer choose how they interact with a brand.

Related:
Facebook Friends Are Not Created Equal: Filter Connections to Find Relationships
Facebook Wants You to “Like” Brands
The Spectrum of Online Friendship 

Facebook uploaded by Balakov
Cross-posted to my work blog, Social Study

Comments

[Meredith]

This is another interesting idea to me, although I am easily interested in change! I guess the only problem I can see with the change from "Become a Fan" to "Like" is the way marketers may use Facebook to their advantage.
I'm an avid facebook user and I am ashamed to admit that in times of boredom, I go through and like random things on the site. Sometimes it's not because I actually like the status or event or whatever the object is, but because I'm just trying to fill my time. I know many other people who partake in this past time as well. I guess, to me, it seems to make facebook almost irrelevant in trying to find target audiences once the change to only "like" buttons has been made. Become a Fan affects your facebook "image" much more than the random things you choose to like. So i don't necessarily agree with the decision, of course my opinion isn't quite as educated as others!
I do agree with the influencer marketing article though. Many online social networking sites host people who wnat to have the most friends. They will find random people from high school or people they met at a bar and will never talk to again and "friend" them on their networks. However, they maintain only the important and much smaller intimate friendships and relationships. I doubt that will ever change.

[Tarawyman]

I think this is a great way to optimize the use of social media for the use of branding and business. This allows one to be more specific to what pleases them about a brand, without tying them to becoming a fan of every product on Facebook. It is a great tool for organizations as well to follow what attracts individual users to their brand or Facebook page.

This is one of the most effective ways yet I have seen a social media Web site capitalize on its potential as a business and communications tool.

[Melissa]

This is very interesting to me. I do find myself 'liking' things a lot more than if I had to 'become a fan' of a company or brand's page. It is amazing to me how much influence Twitter and Facebook now have on promoting and advertising businesses. I have a friend who is a music producer and almost got charged with reckless endangerment for not 'tweeting' fast enough that one of his clients concerts had been canceled. That is insane that you can get arrested for not doing or posting something about your business soon enough on social media sites now. How far will it go? Should there be a limit for companies or individuals? Oh where the internet will take us....hang on for a crazy ride folks! :)

[Joel]

Facebook and twitter definitely make it more convenient for businesses and consumers to interact. A lot of that comes from the fact that companies see the value in easy connection and are jumping onboard of the facebook and twitter band wagon. Here is another blog that discusses why companies use social media. http://wellonscommunications.com/pr-blog/2010/05/25/modern-day-public-relations-social-vs-traditional-media/

[crimecraft cash]

The use of “light box” design has also become prevalent to ensure users can quickly and easily Tweet, vote, login and more without leaving the current screen.

[Regan Marye]

Well, marketing-wise, having likes for your page could easily be translated into a vote of confidence, or becoming an inch more reputable. Nonetheless, these features are perfect for branding and ORM campaigns.