Recently Facebook announced they were working on a ‘dislike’ button, a feature which users have been asking for since the introduction of the ‘like’ button in 2009. The announcement has been met with excitement from many users, who have long hoped for a way of expressing solidarity or empathy on friends’ less positive posts. It is unclear whether Facebook will introduce the ‘dislike’ button on Pages, but if they do, what does this it mean for businesses on Facebook?
Likes vs. dislikes
Facebook ‘likes’ on posts determine a brand’s popularity and visibility across the platform. The more likes your post gets, the further the reach to potential customers. So how would dislikes affect a business’ Facebook stats, if the option is introduced to business pages? This is the main question marketers are asking in the wake of Zuckerberg’s announcement.
A ‘dislike’ button could totally reshape the way brands and customers interact. There is a concern that the ‘dislike’ button could be used negatively, with customers expressing disdain or frustration. Many customers will not bother to take the time to write a negative comment but if venting a bad experience is as easy as the click of the button, they are much more likely to express it.
However, businesses should look at the ‘dislike’ button as the perfect opportunity to build better relationships with customers. The best brand-customer relationships are personal, and are guided by empathy. These relationships build long-term loyalty with customers. A business that demonstrates an understanding of the customer’s needs, wants, and emotions will succeed in its field. The ‘dislike’ button will allow businesses a better insight into their customers’ emotions and allow them to improve future interaction based on this. You will be able to understand which type of posts receive the best reaction.
For example, you could test ideas amongst your customers. If you’re developing a new product, show your customers your ideas and get them to ‘like’ and ‘dislike’ so you can gauge how well received the product would be. This will start a conversation with customers, as they will be keen to contribute their ideas and feel part of your business development.
In the social media obsessed world, people expect everything instantly. If you have a Facebook page or a Twitter handle, customers expect you to respond in a timely manner. This includes responses to complaints. It doesn’t get much more instant than a customer expressing their complaint through the click of the ‘dislike’ button, and businesses should be ready to quickly respond to this, asking the customer what their issue is and how it can be solved.
What do you think about the possible introduction of a ‘dislike’ button? We can see a mix of benefits and flaws with it. It will certainly add a brand new element to our social media marketing, which we always find exciting!
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