"Facebook has lowered the barrier to entry to being a fan to nothing more than a simple mouse click. The upside is that it makes it easy for the subject of the fandom to collect people who care. The downside is that being a fan of something on Facebook means about as little as it possibly could."
He outlines the different levels of fan participation:
"In this universe, Facebook has essentially created a distant satellite, floating out there in the ether beyond audience."
In this sense, Facebook's move from Fans to Likes more accurately describes the general sentiment when people click their support. However, the way that most brands use the Like button is by essentially bribing people with discounts or a chance to win something. I once worked with a brand who was shocked by the fact that their spike in Facebook fans or Likes steadily declined after the free sample promotion ended. People were willing to become an advocate while there was an incentive, but then quickly withdrew support once the incentive was taken away. In this way, the Like button creates a superficial, temporary and easily breakable tie to the brand.
This is not to say that the number of people who Like something is irrelevant, or that the Like button can't be used in creative ways. It's the quality of these fans that is in question. It would be interesting to figure out a way to tease out the hardcore fans among Facebook Likers.
(Mini aside - I turn 25 this Thursday. So far no quarter-life revelations, but I'll keep you posted.)
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