“We didn’t want to just build a dislike button because we don’t want to turn Facebook into a forum where people are voting up and down on people’s posts,” is what Zuckerberg actually said. He added: “That doesn’t seem like the type of community we want to create.”
So it doesn’t sound like Facebook will be rolling out a dislike button any time soon, but we can be sure that whatever the button is eventually called, it will be there to provide users an option to respond when they read a post that is sad or inspires empathy. For example, if someone posts that a relative has passed away or there was a natural disaster, users would not “dislike” this, they would empathize with it.
This is great from a personal perspective as it always feels strange to “like” a post with sad news. But what about from a business perspective? As marketers, we’re supposed to stay current with the latest trends, and it’s too early to know what the new Facebook button will mean.
Some marketers are worried the change could decrease our already low organic reach; others fear it would allow users to hate on their brands. A few are even talking about revamping their content strategies to avoid being “disliked.”
Here’s what I say: calm down. Facebook is a savvy company. They know better than to allow users to give brands, posts, or people a “thumbs down.” As Zuckerburg said, “You don’t want to go through the process of sharing a moment that was important to you in your day and have someone downvote it.”
And let’s face it, until we know what the button actually is, there’s not much we can do about it. Rather than going to extremes to prepare for some mystery button, let’s assume it means nothing for brands and simply wait for Mark Zuckerberg to clear things up for us.