Is too much emphasis being placed on the “Like” button?

Who doesn’t want to be liked? We spend a vast majority of our life trying to get people to approve of us. Companies are no different.

In an attempt to connect with their customers and potential customers, more and more organizations are venturing into the social network realm, creating Facebook and LinkedIn profiles and tweeting to their audience. Many companies almost beg you to “Like” them. For example, it seems almost every restaurant and store I’ve been to lately has asked me to engage with them in some social way.

There is no doubt that social networks are great for getting closer to your customers and building a better brand. But my concern is that there might be too much focus on currying the favor of those likely to click the “Like” button and not enough on the consumers whose experiences would lead to a lusty pounding on the proverbial “Dislike” button.

No one disputes the power of having a group of your happiest customers at the ready for marketing and marketing research purposes. But what about those dissatisfied customers? Are companies inadvertently forgetting them? I realize the equivalent of a “Dislike” button is out of the question but, short of that, shouldn’t companies show the same enthusiasm and willingness to hear the bad news as they do the good?

This entry was posted in Advertising Research, Brand and Image Research, Consumer Research, Customer Satisfaction, Data Collection/Field Services, Online Surveys and Research, Panels, Social Media and Marketing Research, State of the Research Industry, The Business of Research. Bookmark the permalink.

2 Responses to Is too much emphasis being placed on the “Like” button?

  1. Matthew Hardwick says:

    Hi Steve,

    Interesting point. Intuitively, the “Like” function speaks to the concept of congruence – well known, and used, by marketers since time immemorial. For example a “Like” is conceptually the same as when brands would ask consumers to write them about why they “Like” their product in return for an entry into a grand prize draw; the idea to drive an incongruence issue in that customer should they ever then consider purchasing a competing brand.

    The question, of course, is how effective the digital “Like” is in driving congruence driven purchase behavior – I really hope to see some research on this soon…



  2. Matthew Hardwick says:

    One last thought…

    Your point about a “Dislike” function is well made. And perhaps easily addressed by using a quick NPS-style survey amongst customers…