More Facebook likes! This is the driving passion of some social media marketers. They desire it. They dream about it. They crave it. They somehow think that more Facebook likes is the cure for all of the world’s ills.

Likes are the fuel that runs the Facebook machine, the tool that defines organic reach, that Facebook uses to target us with ads, without doubt, Likes are important. Here’s an examination of the evolution of the Like and how it’s influence has been diluted over time.

Likely Development

Facebook introduced the Like button in February 2009, providing users with, according to Facebook:

“…an easy way to tell friends that you like what they’re sharing on Facebook with one easy click. Wherever you can add a comment on your friends’ content, you’ll also have the option to click “Like” to tell your friends exactly that: “I like this.”

More Traffic More Money

Facebook is a commercial entity where more people are attracted to use Facebook. This is ultimately giving them more traffic, hence more business and profit. More traffic means more money on any website and more traffic on Facebook means people are attracted to fan pages and they use Facebook more. For this they download the application in their personal cellphones more often, more downloading of applications means more money.

Like is a Social Currency of Social Media

The Like quickly became the crucial currency of The Social Network. People are becoming more addicted to Likes as a form of social proof, a sign of their popularity and importance. And when brands started to flood the network in response to its growing user base, Likes also became a key element for business. Rally, you’re no one if no one likes you, and that’s even more relevant from a branding context.

The Like had also changed the game, without even Facebook understanding how important and valuable it would become as a data source. Through Likes, Facebook is now building a history of everything. Every user is interested in, our every Like which was being added to our profile and measured, and eventually, compared against other users to find patterns and correlations, links between your interests that could reveal detailed insights into who you are and what you’re interested in.

Similarly Followers are the cryptocurrency of Social Media. People keep getting new followers everyday but some wants thousands in a day. In such cases, they keep buying twitter followers, facebook page likes and Instagram followers!

Through Likes, Facebook had found a way to build the most valuable data resource ever created. And it was functional, it wasn’t information sourced from surveys or feedback reports. Users were happily providing it to them, and that data was flowing in at a rate of trillions of new data points every day.

Too Likeable?

As Facebook has grown, so too has the number of things each person has Liked. Originally, Facebook Pages were encouraged to get more Likes, as Likes were an indicator that that user wanted to see more of our updates. It actually used to be an ad objective, but they’ve since removed it.

Like Relevance

For personal use, likes definitely remain relevant, even though they’re not as valuable as they once were. Every time you Like something, it adds a signal to your profile that will then put it in consideration for what you’ll see more of in future, so each Like is valuable, and repeated Likes of content from the same person or Page will definitely help define your Facebook feed.

Hence, Facebook is a commercial entity and is supporting fan pages and more likes and following for their own gain and profit. It is making money by supporting more likes and fan pages.


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