The Anatomy of a Like

The Anatomy of a

LIKE

#FHtrends

LIKES.

#FHtrends

They require little effort on the consumers’ end,

so we typically don’t give them much thought.

LIKES.

#FHtrends

They require little effort on the consumers’ end,

so we typically don’t give them much thought.

LIKES.

#FHtrends

But if we dissect what a like actually is – and what it isn’t –

we might place greater emphasis on really

celebrating the likes.

SO, WHAT IS A LIKE?

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SO, WHAT IS A LIKE?

#FHtrends

by definition, it is...

SO, WHAT IS A LIKE?

#FHtrends

like noun | \ˈlīk\

a simple sign of enjoyment, support or general

admiration for content posted on social platforms,

often in the form of a thumbs up or a heart.

:

by definition, it is...

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But a like can actually mean a lot of things.

#FHtrends

But a like can actually mean a lot of things.

So let’s look at all of the things a like can be or

mean.

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a like can be or mean:

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a like can be or mean:

I’m here admiration

acknowledgment sympathy

hello

thank you

agreement

I’m present

reciprocal

support congratulations

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Now let’s talk about what not liking something

can be or mean.

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not liking can be or mean:

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not liking can be or mean:

apathy negative

didn’t see content

lots of likes already

don’t like the person

controversial

fighting

don’t like content

I’ve liked too much of

their content lately

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Liking is often

RECIPROCAL.

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Liking is often

RECIPROCAL.

One reason people like content is because they

want and expect

LIKES IN RETURN.

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100:22

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Research says on a personal (and non-brand) level, if you

like 100 pieces of content on social, you can expect to

receive 22 likes in return.

100:22

#FHtrends

Research says on a personal (and non-brand) level, if you

like 100 pieces of content on social, you can expect to

receive 22 likes in return.

100:22

(Keep this in mind for a minute.)

#FHtrends

Now that we know what liking (and not liking) might mean,

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and that people want and expect likes in return,

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and that people want and expect likes in return,

let’s talk about the different behaviors of liking on social.

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We’ll call this the

LIKE METER

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this is the

LIKE METER

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Let’s talk about the different

notches on the meter and

what those behaviors mean,

starting at the bottom.

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LIKE NOTHING

Consume content, but never like anything.

#FHtrends

LIKE NOTHING


Will like content, but parcel out the volume

of likes they give a day.

LIKE, BUT LIMITED

#FHtrends

LIKE NOTHING




Will like content as long as it’s really good.

Actually, it has to be the best content they

see all day.

LIKE, BUT LIMITED

LIKE ONLY THE BEST

#FHtrends

LIKE NOTHING

LIKE EVERYTHING THEY LIKE




Will like content as long as it’s really good..


see all day.

If they like it IRL, they’ll like it on social.

LIKE, BUT LIMITED

LIKE ONLY THE BEST

#FHtrends

LIKE NOTHING

LIKE, BUT LIMITED

LIKE ONLY THE BEST


LIKE EVERYTHING THEY SEE






see all day.


If they see it, they will like it.

#FHtrends

Keeping that

100:22

rule in mind...

#FHtrends

Let’s shift gears a bit and think about brands.

Keeping that

100:22

rule in mind...

#FHtrends

Now, we know brands can expect more likes in return than

personal accounts can,

#FHtrends

Now, we know brands can expect more likes in return than

personal accounts can,

but what is a general rule of thumb to guide how much we

should like?

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First, let’s find where you want to live on

#FHtrends

First, let’s find where you want to live on

the

LIKE METER

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Hypothetically speaking, let’s say as a brand

you want to live...

#FHtrends

LIKE NOTHING








see all day.



HERE LIKE, BUT LIMITED

LIKE ONLY THE BEST

#FHtrends

Thinking about the number of followers you have on social,

what percentage of that number should guide your likes

each day?

#FHtrends

LIKE NOTHING



0%

5%

33%

60%

90%






see all day.



LIKE, BUT LIMITED

LIKE ONLY THE BEST

#FHtrends

In this case, 5%

#FHtrends

In this case, 5%

If you have 5,000 followers and you can strive to like 250

pieces of content every day, your efforts will be noticed and

appreciated.

At the end of the day, people want to feel

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VALIDATED


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VALIDATED and

LIKED

Facebook has recognized this and adjusted its

news feed algorithm.

#FHtrends

Facebook has recognized this and adjusted its

news feed algorithm.

#FHtrends

If you’ve noticed, your posts today get far more likes and

comments than they did 5 years ago.

So what does this really mean for brands?

#FHtrends

For starters, celebrate the likes.

#FHtrends

For starters, celebrate the likes.

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Don’t take for granted when followers like your content. It’s

actually pretty cool.

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Next, give some of that love back.

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Next, give some of that love back.

Pick a spot on the meter where you’re comfortable living.

#FHtrends

Shift some of the focus of your community managers to

simply finding and liking more content – content that

makes sense for your brand and audience.

As a result, you will see not only an improvement in

engagement...

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As a result, you will see not only an improvement in

engagement...

#FHtrends

but also an improvement in the health and happiness of

the community you’re building.

It really can be that simple.

#FHtrends

Like on.

#FHtrends

Thank you.

#FHtrends

FH Texas Planning & Insights

Let’s connect.

Ryan Smith Abby Graves

@ryanpaulsmith

[email protected]

@ajgraves920

[email protected]

#FHtrends

Social Media

The Anatomy of a Like