Posted on September 13, 2009 - by Wayne Sutton
The psychology behind social engagement: What does it mean when you click the “Like” button?
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It’s Sunday afternoon and I’m thinking about the psychology of social engagement. Why do people “Like” comments / post and what does it mean, when they “Like” something. If you look a lot of popular social media sites such as Facebook, friendfeed and even video social networking sites like Vimeo all have a like button or link. Also with social commenting platforms such as Disqus, you can now even hit the “Like” button on comments. Even url shortener services have a “Like” button such as StumbleUpon’s su.pr
But what does it mean when you hit the “Like” button and why don’t we see a “Dislike” button. Twitter doesn’t even have a “Like” button or feature but when you ReTweet a tweet does that mean you actually saying that you “Like” it? The “Like” feature comes in various formats too. A lot of times you’ll see it as a “Thumbs up” or a “Heart” or just a text link saying “Like”. Some sites/blogs use stars for rating post or videos such as YouTube but they also use “Thumbs” for voting comments. Does stars mean you “Like” it and when you give a video 5 stars means you just “Like” it a lot?
Two services that really push the mentality of “Liking” a post are Slashdot and Digg. Slashdot uses the plus/minus feature if a reader “Likes” a post and Digg users created their own lingo so to speak as to when “Digg” something you “Like” it. Or are you saying I’m endorsing it when I “Digg” a post.
Sorry that I have more questions than answers but I’m sticking to my saying that “I don’t have all the answers but my social network does”. So with that being said here are a few more questions:
- When you click on a “Like” link do you feel ad though as you are endorsing the content?
- Do we really need a “Dislike” link?
- Should Twitter add a “Like” feature?
- Should Brightkite add a “Like” feature?
- Should Facebook and Friendfeed add a “Dislike” link next to the “Like” button?
- Why do you “Like” a post but won’t leave a comment”?
- Do you “Like” this post? (he he)
- Do you know the first site to add a “Like” button?
Here’s a look at various “Like” buttons from the web.
StumbleUpon with Like feature
Vimeo with Like feature (heart)
![What's Next? Wordpress [JAK 2] on Vimeo](http://img.skitch.com/20090913-fdrm16bhxa9hinkd4d3qijdssh.jpg)
Facebook with Like feature
Friendfeed with Like feature
Digg’s Thumbs Up/Down in comments
Disqus Comments with Like feature
I’m not sure who started the “Like” social phenomenon of giving users a quick way of expression their stamp of approval for online content but it has been adopted by the social web community. Your thoughts?
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Author: Wayne Sutton
Wayne Sutton, Business Development/Marketing Strategist for TriOut. You can follow Wayne on Twitter, or on Facebook. Wayne can be reached via email at wayne@trioutnc.com
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Business development/marketing strategist for TriOut. Take a look around this site. I have some of informative post for you to enjoy. Leave me a comment if you read one that educates or inspires you. I can be reached via voicemail at 919-809-7328 or email at info at socialwayne dot com.
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September 13, 2009
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Robin said:
Hey Wayne,
I LIKE this post.
When I click the like button on a post, it’s because the content resonated with me. And often because I couldn’t have said it better myself, liking the post is enough.
I think it’s just another way to establish common ground in this big/small world of ours.
Robin
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September 13, 2009
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Critter said:
I usually click ‘Like’ because I cannot be bothered at the time to drop a comment.. *shrug*
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September 13, 2009
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John Bredehoft said:
Does Kanye West *have* a brand problem? The Sex Pistols did outrageous things on TV, were banned by the BBC, and won everlasting fame as a result. Through an admittedly rude prank, Kanye has probably established himself as “edgy” and “provocative” with a younger segment of the music-downloading public. Let’s face it, if his next release is entitled “Hey, I love Beyonce,” it will certainly attract a lot of attention, which could attract a lot of downloads and cash.
And speaking of “edgy” and “provocative,” MTV Networks themselves have probably bought themselves a stay of execution from the young public by yet again airing a show that people will be talking about. Even if it eventually emerges that they staged the entire episode (my daughter doubts it was staged; I’m not so sure), they certainly know how to stage an event. (Call me cynical…)
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September 14, 2009
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Corvida said:
It’s a sad day for the music industry and marketing when this is how people make their money instead of through honest, positive work. The world will always be more interested in the worst than the best.
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September 14, 2009
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tamihania said:
The psychology behind social engagement:What does it mean when you click the “Like” button? http://bit.ly/fudEx RT @pixum @Avinio @svartling
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September 14, 2009
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Wardell said:
It does seem like he’s trying to not get invited to the VMA’s any more. If I where his brand manager I’d try some combination of all of the above with exception to the 3 year public absence.
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September 14, 2009
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Sebastian Küpers said:
just one remark: twitter has a like button. you can fav every tweet. it’s the star next to every tweet ;)
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September 14, 2009
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Critter said:
but under normal circumstances.. nobody knows you are ‘faving’ their tweet.. on Twitter, I would equate a retweet more to a like than a fave…by social media standards.. *shrug*
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September 14, 2009
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Wayne Sutton said:
Thanks for the comments everyone. Duh I forgot about the favorite option in twitter but Critter you’re right, nobody knows if you fav. a tweet.
I’m glad you “Like” the post
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September 14, 2009
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corvida said:
The Psychology Behind Social Engagement: Clicking The “Like” Button – http://ow.ly/pdFq
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September 14, 2009
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brett said:
The Psychology Behind Social Engagement: Clicking The “Like” Button – http://ow.ly/pdFq (by @waynesutton via @cordiva)
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September 14, 2009
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rosepena said:
The psychology behind social engagement: What does it mean when you click the “Like” button?… http://ff.im/-85Cn5
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September 14, 2009
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nacht said:
RT @corvida : The Psychology Behind Social Engagement: Clicking The “Like” Button – http://ow.ly/pdFq
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September 14, 2009
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webaddict said:
RT @brett: The Psychology Behind Social Engagement: Clicking The “Like” Button – http://bit.ly/UHZgc (by @waynesutton via @cordiva) #fb
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September 14, 2009
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dudeman718 said:
RT @webaddict: RT @brett: The Psychology Behind Social Eng: Clicking The “Like” Button – http://bit.ly/UHZgc (by @waynesutton via @cordiva)
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September 14, 2009
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iggypintado said:
RT @RosePena: The psychology behind social engagement: What does it mean when you click the “Like” button?… http://ff.im/-85Cn5
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September 14, 2009
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Sebastian Küpers said:
well there is of course a way to see that. there are services like http://favstar.fm/ you may wanna try out.
but true – you can’t really the that with twitter or tools like tweetdeck directly next to a tweet(yet)
but good post anyway :) just wanted to mention that.
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September 14, 2009
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Carolyn said:
What if someone did that to Beyonce? or Rihana – forget about her, someone already did and it was a black man.
what is West’s problem?
first we have Jamie Foxx making uncalled for remarks, then we have Chris Brown beating up a woman (who takes it and goes back for more she’s a great example for all young woman); then we have Kenya (spelling) West acting like a total fool.
is it the drugs with these entertainers or just that they hate women, especially white women.
I feel sorry for all concerned except him.
I wish him nothing but disaster.
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September 14, 2009
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Carolyn said:
I need to add something — I forgot about the “tennis great” — Serena Williams and I also forgot about the biggest offender, President Obama and his “Special Olympics” joke. I guess when your own President behaves in such a manner everyone else’s crude and disgusting behavior is overlooked. If the President can get away with it so can I that’s the message that is being sent.
All of the above have too much “class” and all set a great example for the youth of this once great country.
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September 15, 2009
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Andreas Ekström said:
Tja, det är ju upp till var och en att läsa och göra en egen bedömning. Jag kan bara konstatera att Granskningsnämnden, som sagt, inte ens tog det till själva nämnden utan lät det hela vara med ett direktörsbeslut. Det säger en del om hur solklart fallet var.
Och som jag också har sagt tidigare, vilket även Rasmus Fleischer skrivit om: Det är gränslöst fascinerande hur provocerade Google-älskare blir av minsta lilla ifrågasättande, även om det är inbäddat i så mycket beröm som Google fick i det aktuella inslaget. Det är en extern support som nog bara Apple kan tävla med. Eller finns det fler företag som har lika hängiven "following"? Det vore extremt intressant att studera fler exempel på samma fenomen.
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September 15, 2009
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Joakim Green said:
Haha, klockren pitch på Gustav Holmström där. Det har du gjort bra Jocke!
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September 15, 2009
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Brett Borders said:
I agree that all of these can get you in hot water. Sex, politics and religion are the most contentious.
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September 15, 2009
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Bisonfredrik said:
@Jardenberg. Jag reagerade också på hans självgoda ton och valde att inte bemöta.
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September 15, 2009
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Andreas Ekström said:
Men det är ju synd ändå, Fredrik – jag (och GRN, och rätt många andra såvitt jag förstår) tycker verkligen att du i just det här fallet har ett svagt case, men har inget emot att bli emotsagd eller motbevisad! Jag länkar direkt om du vill återkomma i ärendet.
I grund och botten kvarstår min häpenhet främst vad det gäller en sak: Hur kunde du uppfatta det som sas i programmet som "ensidig kritik"?
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September 15, 2009
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Angela Connor said:
As someone who has crafted a policy, I think it’s even more important to advise employees on what they “should” do via social media, particularly if they are representing the company. Maybe they don’t know how they can help the company and their positioning within it by being a positive force across social media platforms. Good advice Wayne. I think that you can discuss any of these topics though, if you have common sense and use good judgment.
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September 15, 2009
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Ashley Sue Allen said:
Then my question is, what can you talk about that’s personal and indicative of who you are, what you want from life (and job), and what you fight for. I very much understand we must each demonstrate discretion when voicing your beliefs, but simultaneously, if you are representing yourself ~ not your company ~ and representing something you openly believe or represent, shouldn’t you be allowed to (while understanding a price is paid with freedom of speech).
What are 9 topics that are most acceptable on personal blogs and websites? I’m curious what you guys would have to say (besides blogging about blogging and good seo/sm practices, which I see too much of from too many anyhow ~ you being an exception, Wayne. I consider you a Master).
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September 15, 2009
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Ashley Sue Allen said:
John Bredehoft and Lauriewrites have excellent points… all I can do is give a big, respectful nod to your voices. Thank you both for being so right on.
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September 15, 2009
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Jeff said:
Sex in general, sexual preference, porn or gay marriage are obvious as well as previous jobs or job complaining.
The other 3, I might say, are handle with care issues.
I think a better rule of thumb is that anything you wouldn’t say in the office, you probably shouldn’t be tweeting.
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September 15, 2009
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Wayne Sutton said:
Thanks for the comments everyone. Angela you’re right, “common sense and use good judgment when having conversations online.
Ashley, I understand your point, the angle I’m approaching is mainly for workers on the job posting content during hours that could be damaging to the employer brand.
If you’re an individual feel free to use your right to discuss any topic but use good judgment if you think your online content could be damaging to a future employer.
In other words because of “social media” it’s a thin line between ….
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September 15, 2009
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Ashley Sue Allen said:
I certainly agree, when you are, in any fashion, on the clock, it is imperative to share only values and content that is 100% in line with the mission of your company.
Needless to say, just as you say, there is a very thin line in the world of social media, and one must exhibit great care in what content and values they post on their own time ~ as you are always, no matter what, a reflection of your company’s brand as well.
That said, no matter what, I am fully with Jeff. Past job griping or details are certainly off limits, no matter what. As is personal sex information or preferences, and of course, porn.
…I think, too, you can cover most any controversial topic (religion, politics du jour, etc) if you approach it from an interesting outside angle (instead of a rant on your personal stance). Perhaps that is what I wanted to say in my first try.
:)
Thanks for the great post, Wayne. Thought-provoking, indeed.
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September 16, 2009
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Markus “LAKE” Berglund said:
Hmm, kan ingen ge mig fördelsedagspresenten att komma på Fokus konferens också? 2.500 är billigt för en dylik konferens, men med tanke på att jag måste plocka ut en semesterdag då också så blir det en rejäl utgift…
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September 16, 2009
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Lisa Sullivan said:
Very cool, Wayne! You will ROCK it as always. LOVE Seaworld so I hope you get a chance to actually tour the park at your leisure too.
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September 16, 2009
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thefencepost said:
Wayne, I will be in central Fl that week, may try to make it to this event. Sure do miss being in Raleigh with all the “social” events that go on there. Site looks great, keep up the good work.
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September 16, 2009
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Jayson said:
Wayne, Congrats they could not have found a better moderator for Izeafest. If you didn’t know I now live in Orlando, so I hope to catch up with ya while your down here, you and ifroggy. Again Congrats Wayne
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September 16, 2009
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BenSpark said:
I’m looking forward to your session. I’ll see you at IZEAFest.
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September 16, 2009
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Markus “LAKE” Berglund said:
Hmm, kan ingen ge mig fördelsedagspresenten att komma på Fokus konferens också? 2.500 är billigt för en dylik konferens, men med tanke på att jag måste plocka ut en semesterdag då också så blir det en rejäl utgift…
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September 18, 2009
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Rasmus Nilsson said:
Lite humor har Jardenberg trots allt, "vad ÄR det där med kampanjer för websajter. Var jävligt bra, så marknadsför de sig själva." för det resonemanget verkar ju inte ha funkat riktigt bra för den här sajten,
http://www.medievarlden.se/component/content/ar…;
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September 18, 2009
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Joakim Jardenberg said:
Jag minns den, och andra, kampanjer jag drabbats av alldeles för väl. Det finns ingen motsägelse mot min kommentar ovan, det har aldrig varit "mina" kampanjer. Jag hade hellre lagt pengarna på mer utvecklare.
Att rubbt inte flyger är varken på grund av, eller trots, kampanjandet. Det är inte ens säkert att det beror på att tjänsten är dålig i grunden. Däremot är den inte särskilt ompysslad just nu. Under perioder när den var integrerad på hd.se växte den bra, och sedan kom teknikstrul ivägen. Nu är den organiska tillväxten mycket blygsam och vacklande: http://sis-index.se/analys/Rubbt
Sajten för verkligen en tynande tillvaro, men jag hoppas ändå att den ska få en fair chans framöver. Utifrån den här texten tar jag gärna emot förslag på vad Rubbts nya hussar kan göra bättre: http://mindpark.se/om-rubbet-v20/
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September 18, 2009
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Rasmus Nilsson said:
Lite humor har Jardenberg trots allt, “vad ÄR det där med kampanjer för websajter. Var jävligt bra, så marknadsför de sig själva.” för det resonemanget verkar ju inte ha funkat riktigt bra för den här sajten,
http://www.medievarlden.se/component/content/ar…;
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September 20, 2009
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Ted Murphy said:
So happy to have you on board Wayne! It is going to be a great time : )
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September 23, 2009
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Jayson said:
Wayne thinking on your feet is a trait most people don’t have, I commend you for thinking out of the box, and trying to give the students something to be excited about. Your always running the streets for the better good of Social Media.
Keep doing what your doing, your helping a community even if you don’t see all the fruit today. People like you are what social media need, someone who cares and really wants to teach us all.
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September 23, 2009
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Andre Blackman said:
Great stuff Wayne! Really glad you are imparting your knowledge with the students (and for the rest of us!). They say the more you do something the better you get and that sounds exactly like what is happening with you and speaking.
Now I just need to get that going :)
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September 23, 2009
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Patrick said:
Congrats on the college speaking engagements, Wayne. Cool stuff.
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September 23, 2009
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Wayne Sutton said:
Thanks for the comments and I have learned from each one of you. Maybe we put together a course :)
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September 23, 2009
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Chris Moody said:
Wayne,
Thanks again for all of your time and great information. I’ll be sure to check in with you as things progress and your presentation was definitely well received.
Have a great week.
Chris Moody
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September 23, 2009
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Camden Watts said:
Wayne, so glad the presentation went well! My turn to speak to the same class is coming up soon, and I am so appreciative of your thoughts about how yours went. I know they enjoyed hearing you speak just as much as I do. Your presentation at Ignite Raleigh was top notch! :)
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September 23, 2009
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Claudia Kimbrough said:
So glad you posted on presenting to classes. Gives me another chance to say thank you and awesome job! You are doing some great things in social media and I know the NC State MBA students got a lot out of your presentation. We want this course to continue developing and that you can come back next year to speak to a whole new group.
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September 26, 2009
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Ken Burgin said:
Nice work Wayne – these days any preso about Social Media that’s only done with bullet points will fail to engage. Great that you fired up a YouTube example – there’s a YT video to make just about any point under the sun!
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