look. like. want.

Relatively speaking, the Facebook “Like” button has been around for a while. The small and iconic plug-in occupies a significant portion of modern marketing industry thought and influences a great deal of every industry’s marketing strategy. Achieving the ultimate interaction paradigm – see, Like, Share – is a goal for every online blog ever written, product ever promoted or video ever created. It’s the thing that jobs are won and lost over and the thing that gains headlines, market share and new clients – or the thing that loses them.

In recent years, we’ve seen extensions of Facebook’s original “Like” button. Derivatives have spidered out from Mark Zuckerburg’s concept to now serve as prime features on blog feeds, Pinterest, competitor Google+ and more. Now however, Zuckerburg plans to take the “Like” concept another step forward – toward even more greatly enhanced corporate relevancy.

aspirational social sharing

Setting goals for the “stuff” we want is nothing new. As kids we make Christmas lists; as adults we make bucket lists; and now as members of social media communities we pin, post pictures of or share our personal wish lists with the world. The Facebook “Want” button only adds another share option to the aspirational social sharing we’re already performing. We already live in a commoditized society, so it’s no wonder that as Facebook’s stock continues to fall, it has continued to evolve ways to make its platform more appealing to advertisers and investors.

But, does the “Want” button take things too far?

the science of subtlety

Social media results research indicates almost unilaterally that the companies gaining the most from platforms like Facebook do so by utilizing the network in the same way that traditional users do. They share content and voice their social commentary with a personable tone and they aren’t pushy. Heavy-handed sales messages, bland corporate news posts and awkward, me-me-me promotional contests rarely gain ground for the companies who post them, so it should come as no surprise that social sharing, aspirational or not, originally gained momentum because users felt it benefited them. For this reason, marketing analysts predict that adding the “Want” button will be a mistake for Facebook.

From a user perspective, “Want-ing” something is a blatant call-to-action to corporations to market to them – and it’s one that’s easy to pick up on. Consumers already resist pushy “social media” sales pitches for the same reason they may potentially boycott the Want button – it dares to openly commodify them.

The jury is still out on what the overall impact of the Facebook Want button will be, but “The Social Network” desperately needs to discover an update that upgrades the value of their users’ stock before both advertisers and users lose interest.

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esd & associates 07/10/17
Don’t miss your chance to take advantage of FREE fitness activities this summer. esd has partnered with San Antonio Parks and Recreation (SAPR) for three years in a row to bring the SA Parks Fitness App. So click here http://bit.ly/2uJfxZR to learn more about how you can get fit this summer and how to win some awesome prizes.
esd & associates 07/06/17
TBT to our amazing VP of Operations, Lindsay Ackels, representing esd at the Best Practices in Worksite Wellness Forum. esd is a proud member of the Mayors Fitness Council and is proud to offer our employees wellness incentives.
esdresults 06/29/17
Our VP of Operations Lindsay, will be on an #SABGH forum panel about best practices for #workplacewellness tomorrow… https://t.co/PzVHXS7SIC
esd & associates 06/29/17
Our VP of Operations, Lindsay Ackels, will be on an San Antonio Business Group on Health (SABGH) forum panel discussing best practices for workplace wellness. Lindsay helps esd stay healthy all year round! esd is a proud member of the Mayor’s Fitness Council, and we are excited for Lindsay to represent us tomorrow at 9:00 a.m. at the forum. Read more here: http://bit.ly/2u48pGX
esd & associates 06/27/17
Hard to believe our city is turning 300. Time really does fly when you’re having fun! We’ll have some exciting news for you as 2018 approaches about our involvement in this year-long celebration stay tuned!

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