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.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
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.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT