Chris Berry, in his post “It’s LIKE Email in a way” is correct that the Facebook like button will net out as a positive despite the inevitable spam. But what he doesn’t notice is that it is spam, and it’s the marketer and the “like” clicker who get rewarded for it. The marketer gets their message spread and the clicker…well, they get to feel like someone gives a shit. Seriously, think about the last thing you “liked” did anyone come up to you and go “OMG! you liked that too? Awesome!” Probably not. It takes no effort to “like” something.
You can go through the steps to turn off the newsfeed notices from the company you “liked”. But what do I get, as someone who gets the “Chris just liked bingo card” message, get? Nothing, other than another needless newsfeed entry. Like buttons are nothing more than crass marketing scams at their most basic level. Its like when you are in an art gallery and someone says “I like that.” and you ask them why and they say, “I don’t know, I just do.” It’s a cop out. They might as well say, “I don’t want to put in the effort to think, leave me alone.”
You might be tempted to say I get exposure to new things and exciting opportunities or I get to find out more about Chris, but what if Chris is a “like” spammer? Someone who likes everything? What if Chris isn’t as discerning as I am?
It’s like the 4square people who feel it is necessary to check in every 15 minutes or twitterers who tweet every thought they have.
The issue with Facebook as I see it is that Zuckerberg would like everyone to share their personal data – whether they want to or not. ( Note: Zuckerberg’s data isn’t exactly open either) But I don’t want your personal data. I don’t care. If Chris likes “My little pony” or if my sister found an interesting article on planes, it does mean anything. If Chris really likes My little pony, he’ll tell me about it, or blog about it, or explain why he likes it in an email.
If you don’t put any effort into expressing why you like something, then don’t expect anyone to care. It’s the Internet equivalent of sending mail labelled “dear occupant”.
I think what has to happen is a change in social netiquette (see what I did there?) around feeds and sharing data. In Japan, etiquette around cell phone use changed so that now, no one talks on a cellphone on a train. It’s considered rude. “Liking” things without explanation should be the same way.
And just so you know Chris, I did quit Facebook, but my farewell message must have gotten lost in all that “like” spam.