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.
However 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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!
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.
The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
August 21, 2014
September 23, 2014