Unless you’ve been living under a rock for the last 90 days then you are probably aware that Facebook has recently changed their rules on incentivizing likes.
For me personally this change isn’t something radical or out of the blue, in fact I’ve often wondered how long it would take Facebook to go down this direction.
Facebook Likes can be compared to something like Google Pagerank. When there’s some sort of arbitrary metric linked to success people tend to get blinded & just focus on that metric instead of all the other factors that contribute to the overall success of their business. Over the past few years, Google has been moving away from Pagerank completely, instead they encourage webmasters to focus on the important things like engagement, time on site & usability.
Which brings us to Facebook. Are they doing the same? Is Facebook finally hinting to marketers to stop worrying about how many Likes you have & instead focus on creating engagement & value from social? Or are people just too oblivious to see the declining value of the Like?