16 Sep Why the Facebook “Dislike” Button Could Be Bad for Your Public Relations
Looks like Facebook has finally listened to the cries of the masses and is getting ready to launch a “Dislike” button.
Sure – there have been many times where you’ve seen someone complain about something on your newsfeed and thought “yeah, I agree, this sucks” and wished you could “dislike” the post to empathize with your digital friend. This is why Facebook is testing out this new feature.
But this new feature could also be disastrous for brands.
Currently, online communities and customers can either like a brand’s post, expressing enjoyment, or comment on why they are happy or unhappy.
If a customer doesn’t like a brand’s content, they can opt to ignore it – no harm done to the brand or the brand’s images. If a customer is dissatisfied with the brand in anyway, they can chooses to express it on a Facebook page by commenting. When an unhappy customer expresses their unhappiness using comments, a brand has the ability to respond to it by either responding to the concern directly on the page, or, in some “crisis” situations, taking the conversation to a more private channel (email).
This “dislike” button, while adding a way for customers and communities to express their unhappiness towards a brand, removes the brands ability to properly respond to the situation and, perhaps, remedy it. It could easily get out of hand.
For instance, a customer expresses their dissatisfaction with a product that was purchased, so they post about it on the brand’s Facebook page. This post, then, receives “dislike” after “dislike” and before they know it, this customer’s post has over 10o dislikes on the one post. Did these customers also experience dissatisfaction with the same product? Or are these customers just supporting their community member? Is the brand supposed to ignore each “dislike” or do they reach out to each individual person who “disliked” the post? No matter the situation, 100 “dislikes” on a post does not look good for the brand.
Or, let’s say a brand posts a simple company update to their Facebook page and suddenly people decide to “dislike” the post. “Dislike” after “dislike” starts appearing. You can’t delete “likes” so it can be assumed you can’t delete “dislikes.” Does a brand leave this post up or remove it? Does it look worse for the post to remain live or to be taken down? Not to mention that internet trolls can easily organize themselves to hijack a company’s page and dislike their content just to be.. well.. jerks.
With this new feature comes many new and unfortunate situations that could negatively impact your brand. We think it’s time to start preparing for them.
While we recognize that this is the internet and it’s a “be here at your own risk” environment, we’re not sure that adding this negativity to an already sensitive atmosphere is a good idea.
Let’s hope Facebook gets the data it needs to make the right decision.
In the meantime, better suit yourself up with a public relations and marketing team who can handle whatever comes your way.. (*cough* us.)
Yes, reach out. We can help: firstname.lastname@example.org