When the whole world was busy preparing to celebrate Earth Day, Facebook was busy playing Scrabble on its website with words – “Like” and “Become a Fan”. No sooner did Facebook announce this seemingly ripper of the change, thousands of bloggers jumped in to make their voice audible to the millions of netizens. As usual you both lobbies some tapping facebook’s back for the change and the rest criticizing their change (they were less in number).
However, what surprised me was the context of argument, almost everyone argued from the perspective of individual users (read “customers” if you are marketer). Now, this took me aback!!! Yes, the fanpage (as it was known couple of days back) / company page is meant for customers to hog on and show their interests, share their ideas, feelings etc. But hey guys, why did you miss the other important stakeholder, yes the brand which has floated this page (let me call it “brand community”). I am sure, atleast 8 out of 10 marketers, would not have liked the change facebook has brought with “like”, wondering why?? here it is:
I feel, when someone says “I like this”, it doesn’t bring a kick in me, because I feel ya you might be 1 of other billion odd people who might be liking this. On the contrary, when you say me “I am a fan of Facebook”, this ushers the adrenaline in me and makes my stupid brain think, why the hell this person is fan of some strange animal called “facebook”, what’s so special about it?, and this curiosity leads to search for information about “facebook” (which means receiving new unique visitors), getting acclimatized with it (increasing chances of conversion), and maybe becoming a fan of it too (yeahh that’s my target at the end of the day). Does it sound good (if not great)???? Hit me back if any marketer disagrees to it.
The brand community (or a fan page) on the social media platform serves the purpose of providing an unbiased stage to present and potential customers to share their experiences, likings / dislikings regarding the brand, and more importantly have a sense of “community” feeling, which accredits the customer that “Yes, I possess the right product out of all me-too available in the market”. This feeling would further drive the commitment and ensure brand loyalty a money spinner for any damn marketer. This feeling is what every brand is looking for when creating a fan page on the social media platform.
Now, what may happen (I pray which should not happen in the interests of Facebook) is that people would start clicking every other page just because they “feel” or “think” they “like” it resulting in collection of basket full of mangoes, and God knows how many of them would be ripe in the marketer’s interests!!!!
I doubt if just scrabbling a few words would help marketers, other than the scrabble player, Facebook