Home  › Marketing › Strategies
facebook-icon3333

Facebook's 'Unlike Page' Button Raises Stakes on Relevancy

  |  November 2, 2010   |  Comments

The social site makes it easier for users to leave a brand's page, as well as report its messaging as spam.

After greasing the wheels for Facebook users to become "Fans" or "Likers" of a brand, the social site has made it easier for them to opt out with an "Unlike Page" button.

unliking1However the button (see image) hasn't exactly been positioned to jump out at the viewer. When "Likers" see a brand post in their newsfeed and choose to click on the "x" or "remove" button in the top right-hand corner of the message, they'll see the following options in a drop-down menu: "Hide this post"; "Hide all by [brand]"; "Unlike page"; and "Mark as spam."

If users choose "Unlike page," they'll see a message in their newsfeed that states, "Posts Now Removed...Posts from [brand] will no longer appear in your News Feed." The "Unlike" action has little viral capability, though, as it doesn't appear in the recent activity section on the user's Facebook wall.

The change makes Facebook wall posts behave a little bit more like e-mail, while raising the stakes on creating high-level message relevancy so audience members don't opt out. Before this development, users had to visit a brand page and scroll below the fold - just under the "People Like This" box - to tap an "Unlike" button. Or, they had to go into their "Likes and Interests" section to remove a brand from their profile.

Now, they can simply see one brand post that turns them off and leave the company's audience in a couple of clicks without leaving their personal wall.

Also of interest to marketers: the "Mark as spam" option seems to suggest that Facebook pages may soon have spam ratings on the social site in a similar fashion to how e-mail clients give senders deliverability scores. The Palo Alto, CA-based company didn't respond to e-mailed questions from ClickZ News early this afternoon.

Tags:

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

Jobs

    • Website Optimizer - SEO, CRO, Analytics
      Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel Digital, an award winning interactive marketing agency established in 2003...
    • Director of Marketing
      Director of Marketing (Patron Technology) - New YorkDirector of Marketing We are seeking a Director of Marketing to manage and build our marketing...
    • Senior Interactive Producer
      Senior Interactive Producer (Ready Set Rocket) - New YorkWhat You'll Do As a member of our team, the Senior Producer reports directly to our...