If a group of friends get together for drinks and laughs and never post a picture of themselves on Facebook, did it actually ever happen? In its relatively short existence Facebook has redefined social norms, privacy and even the term “friend.”
Facebook is at it again. Or at least Mark Zuckerberg is. He confirmed that Facebook is finally working on a “dislike” button. While marketers and brands are assessing the treasure trove of analytics and insights this will produce, as a society, I don’t believe we are ready for it. While Facebook is a wonderful channel for connecting with old and new friends, I’m not sure we’re ready for the responsibility a “dislike” button will bring.
When I was a young boy, I remember my father telling me not to ask others about religion, money, politics or even sex because, “That was too personal.” That advice has always stuck with me but what was once private and not discussed openly among friends is now common posts on Facebook and other social networks.
There used to be topics that were off limits for discussion, but not anymore.
And what started as a Facebook friend purge during election years because of hate speech and political rhetoric, now happens weekly for me. I no longer can keep quiet as friends draw their social and political battle lines.
So what happens now as Facebook introduces an actual button to “dislike” something? I pray they don’t actually call it that. By giving us a tool to publically tell someone we don’t like a comment, picture, news story or other post, are we prepared to talk about our differences in a civil manner? I doubt it.
Furthermore, at True Digital Communication we counsel brands and companies on how to engage and connect via social media. Add a “dislike” button and it will add another dimension to online customer service. I’m not sure most brands are ready for this.
Just because we can doesn’t mean we should.