“Eyyy” said Fonzie with his thumb in ‘Happy Days’ at the end of the seventies. After 30 years that thumb has become the most known icon of the planetary social network that links 800 million people. Introduced in April 2010 the ‘like button’ is now probably the best function of the most popular social network in the world.
The successive option of putting it directly on website pages guaranteed Facebook an immediate and massive virality. Expressing one’s liking is a common activity among human beings. The concept of ‘community’ in itself aggregates groups of people sharing an ethnic group, a faith, a passion or more simply an hobby. We are social individuals that feel the need to participate in a belief and communicate it to others.
Like seems to be the most important digital marketing engagement lever. In Facebook fanpages brands use the ‘like button’ to gain loyalty and communicate to their fanbase through a warmer and more direct channel compared to classic advertisement. To increase their ‘fanbase’ brands swap e-coupons and contests with likes. Different is the ‘like button’ that allows to pin a like on any status update, link, activity or life event. ‘Like’ is a function that always communicates bilaterally: every like creates a double effect that both viralizes a content and exposes us individually. The more we click ‘like’ the more we’ll be present on the timeline and thread of the single post, up to the self-indulgent activity of publishing a status and like it yourself!
Scrolling the timeline and clicking ‘like’ here and there is a very common hobby, expressing like for almost any post, even for complaints and accusations. Like is the new cool, for users it’s an act that encourages and motivates others to go on that way, for brands it’s a very powerful tool of viral consent. Even Google is trying to copy the like process with +1, we’ll see the results.
Imille designed a block of 365 (+1) post-it notes that want to be a good omen for 2012. A little gift for clients, partners and friends. An invitation to find each day at least one thing you like and share it with other people. Sometimes it won’t be easy! Nevertheless any big project is also born from people’s proneness toward things that make them happy, starting from the little pleasant things of everyday life.
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