Within the past month there have been several announcements of major changes planned by Facebook. There is another change being considered by Mark Zuckerberg – the Dislike button (Thank you Limelight Marketing Consultants for sharing the original Mashable article.)
Most of us have wanted and asked for this for some time. We all see those posts in our feed we simply do not like. Then there are those posts that you want to acknowledge but feel conflicted about actually liking – the post about a death, a hospital admittance – something negative happening to a friend.
The Effect of the Dislike Button On Page Reach
The issue for me, as a social media consultant, is the effect such a button COULD have on business pages and how to mitigate it. Scroll through your feed now and you generally won’t see many posts by pages. Pages have been pushed down in an effort to drive ad and promotional revenue by page owners (Facebook will now be targeting overly promotional posts; one of those recent changes) and adding a ‘dislike’ button could further limit that reach.
Currently pages deal with something Facebook refers to as negative feedback. Users have the ability to hide posts (and even paid ads) from pages as they appear in their feed. That hide feature also allows users to unfollow a page. This is different than ‘unliking’ the page. Unfollow means the page still shows as ‘Liked’ but nothing posted will show in your feed. Both are seen as negative feedback to Facebook and affect that page’s future reach. Worse yet, those features affect other pages posting similar content. While they may not receive negative feedback, their organic reach will suffer just the same.
So how will the dislike button affect page visibility? Hard to say. It could end up being a simpler way to hide a particular post and making it easier may mean more hidden pages and worse reach. It could play out as the opposite and simply add a level of engagement to a post similar to a “Like” or “comment” helping the page owner. Better still, this would provide yet another opportunity for the page owner to engage with user and would serve to provide better feedback as to the type of posting users want to see. It could also fall out somewhere in the middle.
The Bottom Line:
Regardless of the effect, as with the promotional post and copyright policy (as it affects posted images) updates, if you have been posting tactically and with a good strategy in place, providing value and content your audience wants, the dislike button should have no real impact on your post or page visibility.
I’d love your thoughts on the idea of a Facebook Dislike button. You can comment below or you can find this discussion and comment on Google+, Pinterest, LinkedIn and Facebook or simply Tweet your thoughts! If you found this post helpful please share it as others might too.
If you do not have a trusted strategy in place, you’re not sure about the content or value you provide, you’re concerned you’re may not posting using sound tactics and these changes worry you, I’d love to meet for an initial consultation over a good cup of coffee – no obligation and the coffee is on me.
To schedule a consultation or to book me for a workshop or speaking engagement, I can be reached at firstname.lastname@example.org.
Robert Nissenbaum is a successful small business owner with more than 20 years of marketing and sales experience. Using the same social media and traditional marketing techniques he leveraged to brand and drive revenue for his own businesses, he works with other small to medium sized business owners to do the same. His methodology is based on his own practical experience leveraging inbound and outbound platforms with a revolutionary approach and philosophy. His methods have been applied successfully to retail, service and non profit based organizations.