Unless you’ve been in a media blackout, you’ve probably heard that Facebook has finally given in to the demand for a sentiment that can counter its “Like” button that has been around since 2009. Everyone (but Facebook) is calling it the “Dislike” button, but regardless of its eventual moniker, digital marketing experts across the globe are weighing in on the potential pitfalls and benefits of such a move. Lucky for us #HigherEdGeeks, we have our own team of experts.
Cassie, Director of Social Media:
I think the Facebook “dislike” button is really going to shine a light on the schools that are “doing social media” by putting in the bare minimum for effort. No more set it and forget it; they’re not going to be able to just skate by posting a few times a month and hoping for the best. It’s going to be a big wake up call to schools that they need to have dedicated resources for social media and make a much stronger effort in building a community around them. You’ll need that positive community to combat the people who are trigger happy with a feature like the dislike button.
It’s going to make hits to a school’s reputation hard to ignore. Right now, reputation problems can be easy to ignore – negative comments can be deleted/hidden and other telltale signs of a bad reputation need to be sought out on other areas of the web. The dislike button could bring more negativity right onto a school’s own social website for all to see. Not to mention that having the ability to click a dislike button will only increase negative feedback because it will take half as much time to click a button than to write a negative comment on a post. The fact that people won’t have to exert much effort to voice their complaints is going to increase the need to properly manage/nurture your reputation.
To me, this signifies the growth and changes Facebook has experienced over time. The content on this platform is much more dynamic than even a year ago, never mind when the platform was first launched – therefore, the means of engagement need to progress as well. As an advertiser on this platform, I look forward to the advanced targeting options a dislike button might provide – more of an understanding about those who are actively disengaged with something will help us fine-tune our targeting even more!
I think for community managers, the interaction that we’ll see from users hitting the ‘dislike’ button will provide us with better insight to what types of content users do and don’t want to see based on the audience. It could be positively spun as an alternative insights tool of sorts that will aid us in modifying/tweaking content strategies when posting each day for our clients in ways that will allow us to tailor content to a specific client at an even greater level.
While the exact nature of the “dislike” button is still fuzzy, your school will need to prepare for whatever Facebook rolls out next. Effective Student Marketing can help you develop a social media strategy, manage your online presence, and train your staff on best practices.