Saturday, October 3, 2015

The ‘Dislike’ Button: What Does this Mean for Businesses and Brands?


Following the news that Facebook will start rolling out the dislike button option for its users, it is no surprise that marketers, businesses and brands alike may start to fear the possibility of targeted disapproval online.

However, founder Mark Zuckerberg has not yet mentioned what the dislike button will mean for business pages on Facebook. Will the button only exist as an option for individual posts or for pages as a whole? If the latter in fact becomes a reality then brands, businesses and even ‘community pages’ may be in for a shock. This seems unlikely for the time being, but as the finer details of this feature have not yet been explained, it seems to be up to the imagination of the general Facebook public.

What is more likely would be sponsored posts and general Facebook marketing posts to come equipped with a pesky ‘dislike button’. More dislikes than likes wouldn’t be detrimental to a brand’s Facebook presence, but over time it could be.  A post with an overwhelmingly negative response, and visibly so will have a lower click through rate, and inevitably could lower the conversion rate of an entire campaign. With that kind of negative advertising, Facebook as a marketing channel could be tainted for a considerable amount of time.

The solution to this is simple however. Tighten your Facebook strategy. Treat it with as much importance as any other marketing campaign, rather than just isolating it as ‘social media’. Aim to construct a brand which is impossible to hate. A strong brand and with an online presence which your users cannot fault will limit your intentional dislikes.

Being creative can help you stand out in the sea of other businesses advertising on Facebook. A unique brand, no matter how wacky it is will help get users on your side, not to mention the fact they will remember you when it comes down to making those all important decisions.

For example, popular franchise estate-agents, Ewemove have made their mark online by adopting the friendly female sheep, ‘Ewenice’. This personalises the brand in a way that a simple text ad could not do.

 What is more, their simple yet effective colour scheme and theme goes a long way. They certainly stand out and are memorable, which is imperative in an age where internet users are bombarded with information on an hourly basis.

Obviously you cannot control the random accidental or malicious dislikes you are likely to receive. This is where the dislike button’s existence could cause you some grief. It is all well and good when your direct competitor is receiving dislikes in the 100’s but when these competitors have it in their sights to bombard you with dislikes this is when marketing starts to get dirty.
Hopefully the clever people over at Facebook will concoct a motion that will apply the dislike functionality to Facebook business. With a structure in place, the like and dislike option could actually enhance your Facebook marketing efforts.

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