We have all been surfing the web at one time or another and come across the little "Like" button at the end of an article. Clicking on this button will automatically post a link to the article to your Facebook profile. Facebook recently added some enhancement to this feature. In the Buzz Out Loud Podcast 1416, titled "Think Before You Like," the hosts, Molly Wood, Brian Tong, and producer Benito Gonzalez, talk a little about the differences between the new way Facebook posts your link and the old way.
In the past, clicking on the Like button at the end of an article would post a simple, usually one line link containing the title of the article. Now, when you click on the Like button, Facebook goes a little further, what Brian Tong calls, "A little more engaging." Clicking on the Like button now will post a link to your Facebook page with not only the title of the article, but also an image from the web page with a short mini-description of the article, maybe five to ten lines instead of five to ten words.
Why would Facebook go through the trouble just to enhance such a feature? Well, it is common knowledge to some now that Facebook makes their money through marketing your preferences to advertisers. An enhancement of such a feature may give a more accurate profile of your "Likes" and allow Facebook to provide more accurate information about your personal preferences to their advertising partners.
There are many people out there that are quick to click the Like link below another friend's posting of something that they like. With the new improvements Facebook has implemented, now people may have a chance to "Think before you like," as Molly Wood described it. With a better, longer description of the article and also a picture to go along with it, maybe some of those people will be able to make a more accurate decision on whether or not they actually "Like" the article.
On the other hand, these "improvements" to the Like feature may entice others who may not have initially liked the article to like it after seeing a brief description of the article along with a picture. Clicking the Like button effectively allows a consumer to be profiled and tracked on the internet. For some, this may not be such a good thing. Creating a profile of your interests for advertisers allows some of them to "spam" you with unwanted solicitations, which could possibly be used to steal your personal information or even your identity.
On the other hand, these "improvements" to the Like feature may entice others who may not have initially liked the article to like it after seeing a brief description of the article along with a picture. Clicking the Like button effectively allows a consumer to be profiled and tracked on the internet. For some, this may not be such a good thing. Creating a profile of your interests for advertisers allows some of them to "spam" you with unwanted solicitations, which could possibly be used to steal your personal information or even your identity.
Facebook's business strategy of using freeconomics - providing free goods or services to consumers to gain a competitive advantage - can be clearly seen here. By giving people free access to their services and effectively hiding their money-making utility under a Like link, they are able to track the people using Facebook and provide some valuable information to advertisers. Improvements to the Like button feature, which allows people to make a better decision on what they actually like or not, could possibly add a significant amount of value to the information that is provided by Facebook to the advertisers. Insidefacebook.com claims that, "The change gives more prominence to outbound links in the news feed and on a user's wall, and so will increase referral traffic and draw more sites to add the Like button. They also suggest that the new Like features may altogether phase out the Share feature, showing how Facebook is using innovation to stay on top of their industry. By allowing you to use their services and to "Like" things for free and continuing to innovate their business, Facebook is able to effectively use information systems to succeed in the digital world.
As authors’ of this article, you have provided a very good analysis of why Facebook is motivated to freely enhance a commonly used feature on their social-network. The business strategy of freeconomics is definitely at play. You have also identified the increased privacy risk, identity theft, and the nuisance of additional spam. These are legitimate concerns, and readers should appreciate the warning. I believe what you are saying is this: as with all new technology, appreciate the value, but recognize the inherent potential risks, and be educated on them. Thank you for sharing this update. By the way, it will be interesting to see if there is increased utilization of the “Like” button as a result of this enhancement. Does Facebook publish data on this?
ReplyDeleteWe think you have clearly pointed out that features that can make our browsing experience easier can also be a double edged sword. Though the "like" feature can provide you with an experience more suited to your interests, it can also lead to receiving spam, privacy risks and identity theft. It makes you wonder whether or not using all of facebook's features are worth using
ReplyDeleteThe more in-depth linkage that the “Like” button has added definitely has advantages but also disadvantages. I know from a personal experience that I have “liked” a page without actually reading it first and afterwards got flooded with news updates that I was not interested in. But on a good note, it is a great way for companies to advertise products or a Facebook user to share more of their interests with their friends. Anxious to see what new updates Facebook will come out with next!
ReplyDeleteFacebook's "Like" button is definitely a great asset to marketers. Facebook and the "Like" button, essentially, have the customers conduct marketing research on themselves. Facebook users sometimes provide their age, location, place of employment, educational level, hobbies, and interests, all of which are important factors in creating a successful marketing campaign. While this could be considered as crossing a boundary, Facebook users have the option of "liking" something and providing information about themselves or not. This seems less intrusive because the Facebook users make the choice to provide information.
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I will have to agree that Facebook's "Like" button is a great asset and advantage for Marketers. The "Like" button helps Marketers know what to target on and what the people like. Also the "Like" button allows people to to see how people can respond to the information that they share and your interests in it. I am anxious to see what Facebook will come up with next.
ReplyDeleteFrom MIS Group 1 - The Like button is powerful tool for marketers. Not only do user like to "Like", but now marketing can be tailored toward users' preferences. It is also a great way to share news articles relative to one's field. Being able to pass along good information with just a click is a time-saver and great way to create interest and foster communication among groups.
ReplyDeleteWe also agree that businesses are trying to gain a competitive advantage over other business. It makes us question if facebook is selling our information over the web to marketers and businesses. This could be a problem concerning not only security of our information but also privacy. Jordan Greggs, Allison Fletcher, Kristin Childress, Fabio Ribeiro, Lila Doherty.
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