Life Beyond the “Like”

Holy moly, how much time to we devote to strategies that focus on getting people to click on that little blue “Like” button on Facebook? (I’d love to see an infographic on that.) Huge marketing and communications budgets are thrown at it. Agencies (and individuals) performances are judged on it. And case studies are built on it (really.)

But THEN what?

What is life like beyond the “Like” for your customers? Likes don’t equal loyalty. Likes don’t equal sales. Hell, you have to “Like” a brand on Facebook just so you can complain on their wall. Yet clicking the Like button is very often times the end of the experience for most brands. It’s the finish line. Interaction complete.

So I plead with you, dear marketers, think beyond the Like. Think about how online should drive offline action and offline engagement should drive online action. Think about how 93% of word of mouth recommendations still happen offline. Think about WHY you want people to Like you beyond pushing that little blue button. No, I’m not going to talk about the value of a Like, but rather how it’s on you to create an experience that even pushes beyond giving people a reason to come back to your Facebook page.

There is life beyond the Like. And it’s lived out by your customers after they step away from that plastic box and live in the real world. Crack that nut and you’ll be well on your way.


  • April 27, 2011

    Bobby Rettew

    I agree…we need to always think beyond the “Like” the “RT” and all the other technological nuances. But do you think that even though 93% of WOM happens offline, it can a great connector? Not the “only” connector of people.

    I have always looked at technology similar to “Like”, “RT”, email, etc. as a connection point, an introductory path to WOM. I do not believe that the quality WOM happens on the walls, streams, etc…but the technology can facilitate those connections to eventually lead to that great WOM. Just a humble thought? ~BR

  • April 28, 2011

    the new radar

    Appreciate this article and the Chuck Norris graphic is hilarious. Very insightful and right on. I am a huge fan of living beyond the digital world and recognizing that the people connection is ultimately the most powerful and genuine. Like buttons really don’t mean much at all when translated into the real world. I have liked probably 200 pages and never spent a dime at the actual business or done anything past the “like”. With the new Facebook algorithm, I don’t even see half of their pages.

    I’ve considered taking the “like” buttons off the site altogether and only having share buttons. Unfortunately right now, it’s intuitive for people for people to like tweet and retweet because the extra ten seconds it takes to share something is too much.

  • April 28, 2011

    Tim Hayden

    Excellent barb to hurl, Spike. You’ve had me since the first time you volleyed offline WOM stats…sure proof of what an experiential (mostly offline physical) focus can do for a brand. The loosely affixed, seldom adhesive, “likes” and “retweets” of marketers’ lust are what drives me to bridges and high places. As smartphones proliferate, most everyone will escape the screens that initially tethered us to Facebook and Twitter, and I can’t wait for that to happen.

  • […] necessary to, as Spike Jones recently said, go “beyond the like” and figure out what the relationship is going to look like after someone clicks that little […]

Leave a Reply