Twitter has the RT button and the favorite button. Linkedin has an endorse button, Facebook has a like button and G+ has the plus. I know you “get” what they all do, at least you should, but I have a question for you. Aren’t all of those social buttons just surface level engagement triggers that require little or no engagement by the user and the recipient? Yes? No?
Of course they are, and I’m OK with it and you should be too. Let me explain. I’ll keep it brief. :)
When you notice or have been notified that you have been liked or favorited or endorsed, what changes for you? How do you react? Do you feel that you now must reciprocate? Do you like the attention you just received? Was it your goal to get attention? Do you care? Do you feel anything or do you just move on? It all depends on who it is, right? For me, I try to take time to understand the why behind the why. Why did that person do what they just did? What were they trying to elicit from me? Why me? But maybe I’m looking too deeply into the action than the action itself really deserves? I think I am.
You see, because of the volume of content that one is subjected to each and every day, at least from my standpoint, the ability to give that content or source, all of the needed attention it made greatly deserve, is greatly diminished. The best you might get from me as I race past your stuff at 100 mph, is the virtual equivalent of a nod.
It doesn’t mean that I don’t want to read your stuff, it’s just that the best you can get from me right now is a like or a star or a favorite.
The only slight little problem with that “action,” is that by allowing people to click a like or favorite button, we unknowingly might be reducing true engagement and the possibility of an actual, ok semi-actual, conversation.
The irony though, is that we (marketers) still look at that piece of user/consumer data as being really valuable; and don’t get me wrong, it does have a use and value. It’s just that we’re so desperate for good social data, that we’re willing to create, support and proactively use a somewhat worthy and somewhat hollow metric that is The Like, The RT, The Endorse and The Favorite.
What those buttons really measure is a modicum of attention, a flicker of action and the “hope” of engagement. So why are we suckers for clicking on them? For the majority of users, NOT clicking the button means that they might NOT get something for their time and effort. For the rest of us, clicking is the least (or maybe the most) that can we do in this always on, multi-channel, multi-device world.
I do want to read your stuff, I really do. I just don’t have an answer for you yet on how I can add your content to the 32 tabs I have open, Besides, I’m too busy looking at someone’s profile who I don’t know, endorsing me for a skill I don’t have on Linkedin..