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Understanding the facebook dislike

October 11, 2011

Marketers are just getting to grips with the reality of Facebook’s power and are obviously eager to capitalize on it. However, the bigger it gets the harder it seems to go beyond eyeballs to develop something meaningful in terms of a deeper relationship with consumers.

It’s very easy for consumers to “like” a brand, but the meaning and value of a “like” is debatable, we are well over a year in from Facebook’s decision to shift from fans to “likes” and its clear that it’s a much lower bar. A “like” is good to get your numbers up, but bad for the quality and value of those individuals.

Exactarget.com has done some research to understand why people who had given a “like” to brands, reverse their opinion. Clearly, the data is very general, but it shows the myriad of reasons why consumers change their mind about brands and therefore a number of opportunities for brands to fail with their Facebook strategy.

Over-eagerness and posting too often is clearly a problem, as is not having relevant or entertaining content, note the double-edge sword of deals (some people want more, others find them too promotional) and even being too human turns some people off.

The danger here is if brands treat their Facebook bases as a single one-dimensional entity, instead of trying to isolate and identify the differences with their “likes”. Not all “likes” are created equal. If brands were smart, they would quickly try to segment their “like” bases and work out what they need to do to keep their most valuable customers and prospects engaged.

It’s clear from the data above that a strategy of one-size fits all, is simply not going to work.

Over-time, we are going to see much more sophistication with Facebook as brands try to move their “like” bases into different channels via different communication and content efforts. This approach will allow them to develop discrete and dedicated strategies for specific segments.

The idea that a brand only has a single page for all consumers is fast becoming a dated concept.

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