How Facebook’s ‘dislike’ button can affect your business

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How Facebook’s ‘dislike’ button can affect your business


In December 2014, after years of calls from users for a ‘dislike’ button, Mark Zuckerberg said in a public Q&A that there are no plans to introduce an ‘anti-like’ button.

He went on to say that “we need to figure out the right way to do it so it ends up being a force for good, not a force for bad.”

The Facebook founder made a complete U-turn last week when he revealed that the platform will test the ‘empathy’ button soon.

The news made headlines, so what’s the big deal? The major concern is that a ‘dislike’ button could be abused by online trolls and encourage anti-social behaviour.

On the other side it can also help users to improve what they post. It might be high time that you take another pose if your pouts are attracting more dislikes than a smiling face.

Things get interesting when you see the advantages from a business perspective. Essentially a ‘dislike’ button is a vote, an extremely short and quick poll on anything under the sun.

Any company’s news, services, product or strategy can be analysed by their target audience on Facebook quickly and effectively and it can be used as a testing ground for prototypes.

Elizabeth Horridge, Senior Account Manager at Candor Creative, said: “This stream of data is also pure gold for marketers as they can use information of what you dislike to offer you something that you might like.

“Facebook will start knowing what we want before we actually know it by understanding what we don’t want!”

The rewards of the ‘dislike’ button seem to far outweigh the risk and Facebook had to make a decision whether to use this immense wealth of information to its advantage or not. We hope that they don’t get many ‘dislikes’ for this move.

For more information about Candor Creative and our social media services, contact us today on 01925 839 828 or visit