Facebook With Dick and Jane: Understanding “Likes”

Posted on September 1, 2011


Dick says, “I like you Jane.”

Jane says, “But Dick, do you like me or do you really like me?”

Dick says, “Huh?” and gets a confused look on his face.

Not all likes are created equal. That’s true in relationships and on Facebook.

While I can’t help Dick deal with Jane I can help you deal with Facebook thanks to a great infographic from Moontoast, a company that builds e-commerce platforms for Facebook pages.

The graphic breaks down Facebook “likes” to three levels. The difference is the corresponding level of interactivity:

Level 1 – Someone clicks a “Like” button on a page on your Web site.

Result: The fact they liked your page shows up in their news feed and, in-turn, is distributed to their friend’s news feeds. That’s where the relationship ends.

Level 2 – Someone “likes” your  Facebook page.

Result: You get the same initial benefits as level one and from then on your Facebook posts appear in their news feed giving you a steady stream of communication.

Level 3 – Using Facebook Connect which enables people to set up user accounts with the data from their Facebook profile.

Result: An advanced system like this includes all the benefits of levels one and enables a brand to send email directly to the person.

For a host getting to level two — which is something like Dick getting to second base — is the goal. That means your content will regularly appear in your fan’s news feeds.

Of course, once you are in their news feed you have to fight for placement.

The content people see on their Facebook page isn’t ordered solely by the time something was posted. The top posts are the ones Facebook deems as most relevant. To see the difference go to your page and toggle back and forth between “Top News” and “Most Recent” using the links on the top of the page.

Where a post falls in the news feed depends on three factors:

1) Weight: The more likes and comments a post garners the higher it will land in a news feed. This is a great incentive to make your posts interactive: ask questions, request comments, take surveys, do whatever will cause people to act.

2) Time: As posts get older their relative value decreases. An excellent case for posting consistently so you are always somewhere near the top.

3) Affinity: The more you interact with a fan the higher on your posts will land on their news feed. The more regularly you engage your fans the higher you will rank in their world.

So get out there and convince Jane to “really, really like you” so you’ll rank higher on her news feed which could be a euphemism for something but I’m not sure what.