The Multi-Purpose Like
How Clicking’ Like’ Cannot be a Measure of Social Media Influence
When you see something that caught your interest in a social media site, do you click ‘Like?’ Once you do so, do you tell people that you saw this picture or status update that resonated with you so much? Most likely not. It is more probable that you only remember the entries you recently saw.
How many times have we clicked ‘Like’ on pictures of a laughing baby, an eloquent quote, a friend’s funny photo or a piece of good news? In fact, how many instances do we click ‘Like’ every time we log into Facebook?
Clicking ‘Like’ is like a reflex we always do every time we see something that pleases us. This makes it necessary for businesses to take the time to study how many likes they earn against the number of people who follow up on a certain product. In many cases, only a very small amount of likes truly generate sales leads you can report on. So, before you get excited about those 300 likes your product video has accumulated, think first. How many are really interested?
According to Augie Ray, a social media expert, people ‘like’ a Facebook page because:
This just means that when people like a Facebook page, it might be that they do not really ‘like’ the content. What they might be after are the discounts and exclusive content that comes with clicking ‘Like.’ As a Facebook user, can you honestly say that you really admire this brand or organization?
As a result, it would be better for you to take the ‘Like’ numbers with a grain of salt. Maybe fans just clicked ‘Like,’ not because they love the product. They just did because they liked how the product was presented in the picture.
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