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.
What are some of the major developments that are likely to shape multi-channel marketing in 2017?
Time is running out to feature your company in our inaugural Mobile Vendor Reader Survey.
Marketers create personas to better understand their target audience and what it looks like. If marketers can understand potential buyer behaviors, and where they spend their time online, then content can be targeted more effectively.
What’s behind a successful data-driven marketing strategy?