Why I don’t like the Facebook “Like” button

The Facebook “Like” button has been hailed as one of those great, game changing inventions online and for a while it actually was. It did make an impact in the early days, giving the Facebook users a say regarding their friends’ posts and the likeability of a product or services.

Nowadays however, the Like button is used to create the perception of a great service instead of indicating something you really like or enjoy. The “Like” has turned in to a key to open a door which stands between users and the greatness of the Facebook wall. This concept has turned the power of the “Like” into a significant marketing tool but not much else.

For the readers that don’t know what I mean here are a few examples

https://www.facebook.com/redbull

https://www.facebook.com/autotrader

In order to continue your journey on the Facebook page you are asked to “Like” (you can click on the wall directly to avoid this but many Facebook users will not know this). It’s a bit like receiving a Christmas present and telling your friend that gave it to you that you like it a lot even though you haven’t unwrapped it yet.

When I talk to clients about their social media strategy some of them seem to really hammer on the facts that they need more Likes. Measuring a Facebook campaign on how many likes you really got isn’t measuring your campaign at all, it would be one of the last metrics to be concerned about.

What does matter is this:

How often do your Facebook fans engage on your wall?

How many conversions did the Facebook wall or custom apps bring?

Is there an increase in traffic to your website or product pages coming from Facebook?

Who are the people that liked your page?

The last part is the most important, “who likes you”. This is because Facebook likes can be purchased and are being bought left, right and center. (See http://goo.gl/TIjUq )

So before you start investing in an expensive and time consuming Facebook strategy, and before you start hiring the agency with the most likes to help you out with it. Make sure you have a clear set of KPI’s written down on which the Facebook campaign is going to be scored on and also have a quick peek at where all those likes are coming from !

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About Antonie Geerts

View all posts by Antonie Geerts »

For many years now I have worked with various digital agencies helping them grow by setting up search engine optimisation services and applying new online marketing techniques. My in-depth technical knowledge of the web has helped me create my own social media marketing and SEO techniques. I am involved with a large number of clients, helping to promote and improve their brand awareness, services and products online using platforms like Twitter, Facebook, and YouTube. This is what I do, and this is what I love.