July 26, 2010
Dislike Button on Facebook?
This past week, ABC’s Diane Sawyer sat down with Facebook CEO Mark Zuckerberg who said that Facebook is “definitely thinking about” adding a dislike button feature. However, thinking about it and actually adding it are two completely different things. It seems like Mark Zuckerberg is just humoring these user demands (there’s a Facebook group with about 3.2 million fans expressing their hope for the dislike option); because reports tell us that Facebook will never add a dislike button.
So why will there never be a dislike button on Facebook even though the consumer demand is so high? First, it does not fit in with the company’s interests to “make the world more open and connected.” The role of the “Like” button is very versatile for Facebook in that it serves many purposes. It has proven more beneficial for Facebook users to be able to simply “Like” a company or brand instead of becoming a fan of it. For web publishers it increases clicks because users easily and frequently click that they “Like” a news article as opposed to having to “Share” it. Finally, one of Facebook’s goals is to connect people; the “Like” button shows user’s common interests and increases more connections.
Facebook and its users can see how beneficial the “Like” button is, so why wouldn’t a “Dislike” button prove just as successful? The thinking is that having the option to dislike something will create tension among Facebook, its users, and brands/companies involved. Having the option to “Dislike” something on Facebook will create divisions between fans, brands and Facebook. Imagine if consumers had the option to “Dislike” a brand and suddenly all the brand’s Facebook page has is negative comments and “Dislikes”. All the issues and bad press the companies would have to deal with from this would most likely not be worth their time or money spent using Facebook. The positive relationships Facebook has with companies/brands are essential to the popularity and success of the world’s largest social network. I think it’s safe to say they are not willing to give up these relationships anytime soon.
Sorry to the 3.2 million Facebook users hoping for a “Dislike” button. It seems you may have to wait a long time for this option. For now, you’ll just have to stay positive about all the things you “Like” on Facebook.
For more information on the controversial “Dislike” button, read these articles:
http://mashable.com/2010/07/23/facebook-dislike-button/
http://www.cnn.com/2010/TECH/social.media/07/22/facebook.dislike.cashmore/index.html
