Facebook is getting ready to change the way users can interact with Fan Pages. Rather than click on the button “Become a Fan” of a Facebook Fan Page, you will soon be able to “like” the Fan Page. Sure, you can “like” comments, pictures, videos, status updates, etc. so why change the differentiating component behind the “Become a Fan” option?
Facebook states users click “like” almost twice as much as they click “become a fan.” Facebook says changing the button will make users more comfortable with linking up with a brand and will streamline the site.
Business and employers use Facebook Fan Pages to connect with their customers and/or job seekers and often build PPC or CPM advertising campaigns to drive new traffic to their fan pages and generate new fans. The average user becomes a Fan of four pages each month, according to Facebook.
So, was this idea to change “Fan” to “Like” based on the notion that if you give someone less of a commitment to something, they are more likely to engage? Really? Is that what social media networking is all about? Personally, I’d rather announce I’m a “Fan” of Whole Foods or Social Media Examiner than just say I “Like” them. By becoming a Fan, I’m endorsing and engaging the company/organization/employer and other Fans.
I “Like” lots of things my network of friends, family and co-workers post…this doesn’t mean I endorse every action they do or take. And, yeah…it has always irked me that with all the privacy settings Facebook has developed/changed, there is still no way to “hide” the Fan Pages that I’m a Fan. This singular fact makes my decision to “Become a Fan” all the more important to me—anyone on Facebook can see it!
So, if I decide to “Like” a Fan Page, how am I ‘involved’ with this organization? Will I receive all the same updates and interconnectivity I enjoy as a “Fan?” The short answer is “Yes.” The long answer according to a Facebook spokesperson is basically only the language is changing, “The core functionality of Pages will remain unchanged. Pages will still have distribution into News Feed, and the administrators of those Pages will still be able to call the people connected to their Page, ‘fans’.”
So as Sarah Joacobsson of PCWorld so eloquently stated, “What that means for you, Facebook user, is that nothing will change except the words.”
What I’m sensing, with this “Like” vs “Fan” word change, is the overall impact it will have with the advertising and targeting capabilities on Facebook. I am doubting the true purpose of the ‘like’ status to make Facebook users to feel ‘more comfortable’ connecting with brands. I know some people who are commitment-phobic but changing the word from “Fan” vs “Like” is just semantics. I envision Facebook providing advertisers increased capabilities to target “Likers” vs “Fans” in ad campaigns. As Joe Ciarallo from PRNewser points out, the change to “Like” will undoubtedly increase the number of fans, “brands will increasingly need to look beyond “number of fans” and into deeper metrics around engagement and e-commerce.” Couldn’t agree more Joe.
