Last week, Facebook CEO Mark Zuckerberg announced that they were finally working on creating a dislike button to go alongside the like button in posts. Facebook was always fearful that a dislike button would create an air of negativity and have looked at ways to keep things positive.
‘We didn’t want to just build a dislike button because we don’t want to turn Facebook into a forum where people are voting up or down on people’s posts,’ Zuckerberg said. ‘People aren’t looking for the ability to downvote people’s posts, what they really want is to be able to express empathy. Not every moment is a good moment and if you’re sharing something sad… then it may not feel comfortable to like that post.’
The Empathy Button
So Facebook see the dislike button as an empathtic button and any business that can harness the emotions the new button taps into will be onto a winner. This does not mean that followers and online Trolls will not misuse it, but like any negative comment on a social media platform, it is how a business manages it.
Taking all of this into consideration, Mark Zuckerberg did not make it clear if the dislike button would be on all types of profiles, both personal and business. Watch this space!
Remain Positive and Creative
As we all know, when using Social media to promote a business it is more than just selling a product or service, it is about telling a story or building a picture of how this “product” will benefit your audience and how this “product” came into being. Therefore most messages are, or at least should be, positive. Also the more creative the message, the more it will stand out, go viral and create a positive buzz about your business/brand.
It is also important to view the dislike button as an indicator of what your followers feel about your businesses posts and stutus updates. For example, hitting the dislike button could be an indicator that you post too often. It could show that you are over selling on the platform. Or it could indicate that a type of message is irritating to your following. Like all marketing, this should be measured and analyised like you would click through rates or shares.
So be brave and continue with the positive and creative strategy that you have already adopted and continue to manage any negative messages you may receive.