David Emery OnlineI Just Facebook Like You
28 April 2011
Brands dramatically overweight the value of the ‘likes’ their campaigns accrue and treat it as pure social signal. And they make spending decisions based on these unformed notions of community, commitment, sociality. They play for the wrong endgames (high like counts, ‘virality’, shares) without architecting deeper, long-lasting experiences that break out of stream thinking.
Facebook “Likes” are a pretty weird thing now they’ve been turned over to marketeers, aren’t they? Speaking from the position of a marketeer, of course.
In the space of a year they’ve managed to completely own and redefine the meaning of the word “like”.
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