Facebook Changes Like Language To Increase Engagement

Ever since FriendFeed implemented Likes way back in the day (in tech terms, anyway), site after site has followed suit. At this point, there is a Like feature on pretty much any site that you use. The point of a Like has always been a lightweight method for a user to interact with content without making a huge investment. Rather than leaving a comment or doing some other more involved action, you just click “Like” an go on about your business.

Facebook seems to have forgotten this entirely in the language change it’s planning on the site in relation to advertisers. Instead of seeing “Become a Fan” around a brand or advertiser’s content, it will simply say “Like.” I don’t know about you, but that’s just confusing. Many users have enjoyed using Likes to express sentiment about something in Facebook. It’s quick, it’s easy, and it doesn’t get you too involved. It’s like that little nod of the head you give someone  in passing, when you don’t really feel like talking, but you want to acknowledge them. Now, clicking Like could mean you have Become a Fan of someone or something that you really weren’t feeling that much.

“Like” offers a light-weight, consistent way for users to connect with the things they are passionate about. This lighter-weight action for connection to a Page on Facebook means that users will be making more connections across the site, including your Facebook Page.

I was actually never fond of the term “Fan Page.” I never really wanted to be considered a fan just because I was interested in their brand or content. I went along with the language because it’s all Facebook provided. A change in the language there would probably increase engagement (people click Like all the time, but they seem to avoid Become a Fan like the plague), but this seems to be a way to trick users into doing something they didn’t intend. Just because you Like something, doesn’t mean you want to subscribe to it and receive all related content directly as well as announcing this new connection to all of your friends, family, and business associates.

On top of this change, Facebook is encouraging advertisers to switch from calling people “Fans” to calling them “Connections on Facebook” or “People who like us on Facebook.” They also claim that users will be able to differentiate the types of Likes we see now from these new Likes that subscribe you to a Fan Page by the context. I seriously doubt that to be the case if users can’t tell the difference between the Facebook Homepage and ReadWriteWeb‘s blog.

How do you feel about this Facebook change?

About the Author
Rahsheen has been a certified geek since before it was the thing to do. He started programming and tinkering in the 4th grade. Now, Rahsheen mostly writes on various sites about technology trends in social media and mobile. . He is also a musician, singer, rapper, writer, and producer. @rahsheen - +Rahsheen Porter - coachrah.com
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