Does a Facebook Page Like Give You Permission?

‘Liking’ a brand is too casual an action for marketers to assume that I  have enough interest to justify accessing my personal information. If they want that information, they should ask for it another way. —Jason (Male, age 25)

In my recent article, Facebook Fan Page Marketing I talk a little about the overall components to your fan page. Today I want to focus in on the “Like” action.

I think it’s pretty easy to “like” a comment, photo or status update then go about their business. When someone “likes” your business or band fan page it doesn’t always constitute that person is a huge fan or even a fan at all. Don’t be discouraged by this news because it plays an integral part in the sales conversion process and I think it shouldn’t be ignored either.

Likes and followers should be viewed in several lights to indicate that you have some of a following and maybe one day that like or follow might turn into a raging fan…maybe. Another way to view this activity is to think of them as a potential referral to others that might give you permission to market to them or treat them as a lead.

I think that sometimes marketers view a like as a love when the word itself says it all. Like can be used to express a feeling of attraction between two people, weaker than love and distinct from it in important ways. It does not necessarily imply a romantic attraction, but, as in the following case, it does.

When you head out the door to start your day you don’t give you significant other a smooch then look at them with an endearing stare and say, “Like you!” do you?! If you do then maybe you should be reading a marriage counseling blog instead of this one.

In fact, 39% of Facebook users who “Like” at least one brand say that marketers should  never interpret their “Like” as permission to post  marketing messages that would appear in their News Feed. The majority of these consumers think that it’s “sometimes” okay to receive marketing messages after they “Like” a company. And while that’s not exactly the clear answer you were hoping for, what is clear is that it’s important not to read too much into a “Like.”

Don’t be the creepy stalker girlfriend you broke up with in high school who you had to get real with and tell, “I like you but not in that way.” What annoys you about the like? Do you wish there was an “unlike”? Share below.

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