• the qualified yes
  • about
the qualified yes
Home » social media » facebook » Facebook Killing ‘Become A Fan,’ Embracing ‘Like’ (via ClickZ)

Facebook Killing ‘Become A Fan,’ Embracing ‘Like’ (via ClickZ)

Facebook Fan Growth & Demographics
Image by w2scott via Flickr
why does this matter? It marks another step in facebook’s transformation from a purely social entity to one with more commercial appeal.
ClickZ News

Facebook Killing ‘Become A Fan,’ Embracing ‘Like’

By Christopher Heine, ClickZ, Mar 29, 2010

Facebook is scaling back on the word “Fan” and ramping up usage of “Like” on brand pages. According to a confidential e-mail sent to ad agencies today, the social media site will change the “Become A Fan” button to read “Like” within the next few weeks.facebook replacing fan with like

When asked about the change, Annie Ta, spokesperson for the Palo Alto, CA-based company, confirmed via e-mail that the words on the button would be changed. But she wasn’t able to offer other specifics about whether “Like” would replace “Fan” in other places on Facebook. “We’re still working on some of the details, but brand Pages can still be referred to as ‘Fan’ Pages after the change,” Ta replied.

Facebook, in the note to ad agencies, said it wanted to give the agencies advance notice about the change that could affect upcoming advertising campaigns or Facebook strategy.

Part of the confidential e-mail read: “Over time, as users adapt to the language change, we recommend that you invite people to connect to your Page by saying ‘Find us on Facebook’ or ‘Like us on Facebook’. You may also choose to put more emphasis on your custom URL than you used to.”

The e-mail also explained how the new “Like” button will be differentiated from the “Like” feature already seen in user updates.

How it may affect ads was also addressed in the e-mail to ad agencies. “Users will understand the distinction through explicit social context, messaging and aesthetic differences. An Engagement ad unit, capable of making connections, will feature the ‘Like’ button and show social context above it such as, ‘John Doe and 3 of your friends like [Page Name].’ Standard ad units, not capable of making connections, will simply feature the word ‘Like’ by itself, and may show social context above it that says ‘John Doe and 3 of your friends like this ad.'”

Facebook users have been clicking the current “Like” feature nearly twice as often as the “Become A Fan” button, according to the memo. And the social site appears convinced using “Like” more often will increase engagement between consumers and brands.

The e-mail read: “‘Like’ offers a simple, consistent way for people to connect with the things they are interested in. These lighter-weight actions mean people will make more connections across the site, including with your branded Facebook Pages. We believe this will result in brands gaining more connections to pages since our research has shown that some users would be more comfortable with the term ‘Like’. The goal is to get the most user connections so that you can have ongoing conversations in the news feeds of as many users as possible.”

Scott Kleper, CTO for the San Francisco-based social marketing firm Context Optional, suggested that the change could indeed create greater engagement as Facebook intends. “Becoming a fan of a brand is perceived as a large commitment and is an important measurement metric… ‘Liking’ can be another great driver of awareness and an opportunity for users to show an additional form of affinity,” he said.

Scores of brands, such as Coca-Cola, Starbucks, and Skittles, have cultivated online communities on Facebook.

You can follow Christopher Heine on Twitter at @ChrisClickZ.

original article via clickz.com

read more geeky stuff onĀ smbar

Related articles by Zemanta
  • Facebook decides you’d rather ‘Like’ than ‘Be a Fan’ (macworld.com)
  • Facebook Wants You to “Like” Brands (mashable.com)
Reblog this post [with Zemanta]

like it? share it!

  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Twitter (Opens in new window)
  • Click to share on Facebook (Opens in new window)
  • Click to share on Pinterest (Opens in new window)
  • Click to email a link to a friend (Opens in new window)
  • More
  • Click to share on Pocket (Opens in new window)
  • Click to share on Tumblr (Opens in new window)
  • Click to share on Reddit (Opens in new window)
  • Click to print (Opens in new window)

if you liked this...

Posted in facebook, inbound marketing | Tags: advertising, Facebook, facebook advertising, facebook for business, facebook pages, fan pages | 1 Comment
« sharing space: co-volution
find anything with [search] everything »

lately

  • Zoom Video Settings for Teachers
  • don’t lose sight of the card
  • dermatology
  • REPOST: How our morals might politically polarize just about anything
  • images in google drive not showing up in google photos?

lens

The Guiding LightPark Avenue TrailheadOcean Serenity_Immersion
More Photos

topic search (tags)

  • Facebook
  • twitter
  • social media
  • linkedin
  • privacy

feel free to share

Creative Commons License
creative commons attribution-share alike 3.0.

Archives

  • the qualified yes
  • about
CyberChimps ©2023