
Recently it is rather difficult to be anywhere upon the web without encountering the little thumbs up button, inviting you to express sentiment for a particular brand, and share this sentiment with others on Facebook. Now it seems that every man and his dog are finding themselves interacting with Facebook, even if they had no intention of doing so in the first place. As a result of this recent development, Facebook is now at the centre of a maelstrom concerning the platform’s true, future intentions.
Before, when the basic functionality on Facebook was ‘Become a Fan’ (and it was confined to the boundaries of Facebook), I rarely laid claim to being “a fan” because I wasn’t motivated enough to say that I felt so strongly about a brand that I was willing to become “a fan”.
For me, it takes a lot to say that I am “a fan” of brand because of the suggestion of commitment associated with such a concept. I would say that I am a fan of authors, bands, and film directors because I have spent time with these throughout my life, and have built up a relationship with them, in some way or another. As un Web 2.0 as it may sound, I can’t say I have the same type of affinity with any brand.
In reality, it is very possible that very few brands have actual, true ‘fans’; those that advocate the brand, and support and defend the brand through both the good and the bad times. These types of followers are hard-earned and are often acquired through clever in-site advertising. Very few brands are actually loved, this is not to say that most brands do their users a disservice; it is just that you don’t need to love everything, liking things is enough in order for them to be part of our everyday lives.
Enter Facebook and it’s shiny, new ‘like’ button. Facebook understands this mindset and has cottoned onto the truth that customers are much more inclined to say they like a brand than say they are a fan of a brand, this is because the term ‘like’ is an ephemeral sentiment, it is inconsequential and to some degree, throwaway. Therefore, saying you like a brand- and it’s products/services – does not mean that you are committing to anything. In a world where the notion of committment is scary, this is attractive to fickle users, and in turn is incredibly beneficial to the Facebook business.
By flattening user sentiment to the lowest denominator, Facebook is free to acquire heaps of users who are off-handedly stating that they have some sort of connection with a brand (however flimsy this connection may be), and from here they can begin to make stacks and stacks of cash from advertising.
Cunning Facebook; by making just a simple change to the platform’s functionality they are duping users into supporting them in their quest to become the number one online advertising platform. And why not? They are a business after all, and like all successful businesses, are dedicated to making money.
So, why all this hatred directed at Facebook if all they are trying to do is make some dollar in a Capitalist society? Many businesses adopted shrewd and cunning tactics in order to succeed, and they don’t incur the type of backlash Facebook has been experiencing lately. Perhaps this double standard can be explained away by suggesting that Facebook seems none too au fait with the notion of transparency; they claim that their Open Graph methodology is about extending social connections across the web and making interactions upon the network more consistent. However, in reality it is about the direction of the business changing.
Facebook has enjoyed phenomenal popularity since it’s inception six years ago, and it has grown like no one could have expected. All types of consumers, in every shape and size, are now interacting with the platform, so it makes sense that Facebook would become more focussed upon making money and less upon altruistic notions of connecting the world.
Perhaps where Facebook is falling short is that it assumes that it needs to remain faithful to a somewhat antiquated mantra because if it comes clean and says: ‘we are a business and we want to make money’ then every one of its users will take to their heels. However, in reality, given the unparalleled popularity of Facebook, this is probably unlikely.
If, in time, Facebook perhaps wants to give up the ghost and become more honest about it’s future intentions and business model, it would do well to remember that it is a ruler brand and it seems that most people are okay with this (which is not normal) because so far the platform is far, far away from losing any popularity, thus value.
Posted in Uncategorized
Tags: advertising, Facebook, Open Graph, social media
What you saying to it?