There’s been a major change on Facebook this week. Well actually it’s quite minor but the shift it represents is quite major.
If you’re not aware then brands and personalities can set up something called a page on Facebook and then people can become ‘fans’ by simply clicking a button to confirm they are a fan. The action is simple but what is the behaviour behind the action when someone says ‘yes I’m a fan’?
Behaviour of becoming a fan
Are you a fan of something or someone? How long did it take you to become a fan? How much do you have to like something to become a fan of it? On a scale how far up it do you need to be to really really like it so much you’re willing to say ‘yes I’m a fan’?
Becoming a fan requires you to decide how much you like something not the fact you simply like it.
You see becoming a fan of something takes time. It requires you to decide how much you like something not the fact you simply like it. Generally speaking it’s not an overnight thing that happens much like ‘falling in love’. You know when you’re a fan but what are you up till that point? You’re wither a fan or a nothing, you’re in or you’re out!
The problem is it puts up an unseen barrier to people making a connection with the things they feel they have a connection to but are not willing to call themselves a fan. In this world of connections and ownership we all like to belong to something and connect with it and own it so a barrier to doing this is bad.
The barriers are up! So what’s changed?
This week Facebook have changed the word ‘fan‘ to ‘like‘ and this changes everything. No longer does someone have to wait to decide if they are a fan or not they simply need to say ‘hey yeah I like this’. They might of only seen, tried, tasted, visited or whatever once and they can say they like it. This is a very subtle change but a genius one!
It’s so much easier for someone to say they like something than to say they are a fan of it. There’s no real scale any more, you either like it or you don’t, it needs a much lower trip over level for someone to know if they like it or not and be willing to click that button and digitally say ‘I like’.
How is this good for page owners?
People, in a word! You see the name of the game for page owners is to get people to commit and connect to them so that they can interact with them and ultimately build there brand profile much more easily.
Being a fan was a barrier and with people only needing to process whether they like something or not we should see many many more people acknowledging their likes and so brands have a bigger connected audience.
What are your thoughts on this? We love to interact with our readers so please leave a comment.