More details are emerging about Facebook’s plans to develop a Like button for the entire web, and part of that involves moving away from “Become A Fan” for Facebook Pages to “Like”. This message was sent to advertisers via a confidential document (which was subsequently leaked to multiple outlets) and highlights initial rumors of a “Like” button for the entire web.
The pieces are all beginning to come together and as was the case two years ago, it appears that much of the information which will be announced at f8 is leaking out before the event. This new “Like” button will also be part of Facebook’s broader Open Graph API that will extend much of the Facebook Pages functionality anywhere on the web.
Facebook also intends to allow developers to apply the “Like” button to practically any structured object on the internet, if initial rumors are accurate. One of the major drivers of the verb changes is that “Like” performs much better than “Become A Fan”. The other is that developers will be much more likely to implement “Like” within their applications as it’s easier to integrate into other applications and websites.
Facebook told advertisers the following:
As part of a larger effort to improve user experience, increase engagement and promote consistency across Facebook, users will soon be able to connect with your Page by clicking “Like” rather than “Become a Fan.”
“Like” offers a light-weight, consistent way for users to connect with the things they are passionate about. This lighter-weight action for connecting to a Page on Facebook means that users will be making more connections across the site, including your Facebook Page.
The core functionality of Pages remains unchanged. For instance, your Page will still have distribution into News Feed. The purpose of this change is to maintain Pages’ powerful communication channels, while making it easier for users to connect with Pages.
View the full document below.
You know it says ‘confidential’ right?
Of course it will increase interaction, this is nothing more than a way to generate new ‘Fan’ Page connections from users who don’t understand the language change. It’s tricking users who won’t understand the distinction between clicking a “Like” button (such that the brand can now insert items into your stream) vs. a “Like” link which are currently in use on the site.
““Like” offers a light-weight, consistent way for users to connect with the things they are passionate about. This lighter-weight action for connecting to a Page on Facebook means that users will be making more connections across the site, including your Facebook Page.”
Um, like and passion don’t belong in the same sentence.
this is an awful idea. it will lead to lots of confusion. will facebook ever learn?
I understand why Facebook is doing this. It makes sense for a brand to want to connect with a customer over a customer becoming a fan (this is more one-sided and not as conversational as the medium allows) however this is going to be an enormous headache explaining this and updating all content around pages for anyone who works with them.
People on average fan about 50 pages, with this “low commitment” change, they will fan hundreds/thousands. To me this just adds to the clutter, and definitely is not a benefit to the brands participating on facebook.
How will we know who are our REAL fans?
Seems like the next logical step to me. Metrics over time will show that more people are willing to “Like” then “Digg”. It also reaches a much broader demographic. Instantly streamed likes on Facebook user profiles and streams make sharing better; Simpler, Faster.
I’m not one to vocally oppose the many changes and tweaks that Facebook goes through. I think overall they lead to greater good and improve the user experience. But this time, I really don’t understand the added value or logic behind the proposed language change. I think it really will cause more conflicts and confusion than anything else.
I personally like the differentiation between sentiments I express on Facebook. To “like” something is not the same as becoming a “Fan”… it’s a different level of engagement and association. Brand affinity tends to go beyond simply “liking” something, it involves a greater sense of passion and enthusiasm than what the verb “like” evokes. As it is, many users don’t find “like” to be sufficient in expressing their feelings across different types of content… why would you then flatten the language and assume that I’d “like” every bit of content equally?
I don’t think that’s the right form of consistency you want to achieve.. especially since the resulting impact of “liking” a Fan page is inconsistent with “liking” other content on the site. Again, it’s confusing.
That aside, imagine all the various buttons and widgets across the web that would have to be updated with the new language… and what would the new call to action be? It now (appropriately) says “become a fan”… will this be “like us” ? and how would you reference the members of your page? Not as “Fans”, but “Likers” ? It just seems to ripple off into more questions, confusion and problems… not just for the users, but also for brand/page managers.
I’m curious to see how this all unfolds. Facebook certainly does a good job of keeping us at the edge of our seats, and changing things right as we start to get used to them…
The other side of this is that it will be that it will be harder for users to quit being a fan since that means users will have to “unlike” the brand.
Better to have a “clear” option than an “unlike”.
Sounds like perhaps a case of replacing a relatively low number of genuine fans with a high volume of likers. This seems counter-productive to me.