I wonder if it first started a long time ago at the Academy Awards when Sally Field measured her Oscar win by how much people liked her.
It’s certainly a question many brands wonder about. What’s a like mean and what is it worth?
For individuals, it’s a bit easier. A like is a quick and easy way to let someone know you’re thinking of them or enjoyed an update.
For companies, it’s a different situation. Sure they can count likes and treat them the same as media impressions: a big number that looks impressive and makes you seem popular but when you dig deeper, doesn’t have much meaning or substance. (PR folks, stop clinging to it!)
To me, liking a brand is a bit like walking by a store, noticing something of interest, glancing in for the briefest moment and then going about your business again.
Will you come back? Will you remember the object and where you saw it? Will you tell someone about it?
Maybe.
What you can say is the person’s attention was piqued. And that’s a start – an initial germ of a contact.
A like may be a lot of things, but it’s hardly an action, as Facebook describes it.
It’s more of an indication.
It signifies a door has been opened. But just a crack. After that, it’s up to the brand to show you why the next time you should venture into the store.
How do you like that?
Thanks to Dana Hughens for the like sign.
