Like. It’s a word that accompanies many different meanings. When it comes to social, it can be defined as 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. But the action of “liking” content can actually mean many different things. And equally as interesting, the activity of not liking content can take on a lot of different meanings as well. Liking content, which requires little action, is often considered a semi-passive behavior. So do brands properly value what it means when fans like content? Is there an opportunity for brands to proactively like content from followers’ posts? This presentation explores the anatomy of a like, dissecting everything a like is and is not. We’ll look at various types of “likers” and attach greater meaning to the behavior behind double tapping. We’ll also explore what this means for brands and how they can get the most out of their likes.

1. The Anatomy of a
LIKE
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2. LIKES.
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3. They require little effort on the consumers’ end,
so we typically don’t give them much thought.
LIKES.
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4. They require little effort on the consumers’ end,
so we typically don’t give them much thought.
LIKES.
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But if we dissect what a like actually is – and what it isn’t –
we might place greater emphasis on really
celebrating the likes.

5. SO, WHAT IS A LIKE?
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6. SO, WHAT IS A LIKE?
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by definition, it is...

7. SO, WHAT IS A LIKE?
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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.

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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

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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
(Keep this in mind for a minute.)

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

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Now that we know what liking (and not liking) might mean,
and that people want and expect likes in return,

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

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LIKE NOTHING
Consume content, but never like anything.
Will like content, but parcel out the volume
of likes they give a day.
LIKE, BUT LIMITED

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LIKE NOTHING
Consume content, but never like anything.
Will like content, but parcel out the volume
of likes they give a day.
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

30. #FHtrends
LIKE NOTHING
LIKE EVERYTHING THEY LIKE
Consume content, but never like anything.
Will like content, but parcel out the volume
of likes they give a day.
Will like content as long as it’s really good..
Actually, it has to be the best content they
see all day.
If they like it IRL, they’ll like it on social.
LIKE, BUT LIMITED
LIKE ONLY THE BEST

31. #FHtrends
LIKE NOTHING
LIKE, BUT LIMITED
LIKE ONLY THE BEST
LIKE EVERYTHING THEY LIKE
LIKE EVERYTHING THEY SEE
Consume content, but never like anything.
Will like content, but parcel out the volume
of likes they give a day.
Will like content as long as it’s really good..
Actually, it has to be the best content they
see all day.
If they like it IRL, they’ll like it on social.
If they see it, they will like it.

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Keeping that
100:22
rule in mind...

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Let’s shift gears a bit and think about brands.
Keeping that
100:22
rule in mind...

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

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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

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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...

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LIKE NOTHING
LIKE EVERYTHING THEY LIKE
LIKE EVERYTHING THEY SEE
Consume content, but never like anything.
Will like content, but parcel out the volume
of likes they give a day.
Will like content as long as it’s really good..
Actually, it has to be the best content they
see all day.
If they like it IRL, they’ll like it on social.
If they see it, they will like it.
HERE  LIKE, BUT LIMITED
LIKE ONLY THE BEST

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Thinking about the number of followers you have on social,
what percentage of that number should guide your likes
each day?

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LIKE NOTHING
LIKE EVERYTHING THEY LIKE
LIKE EVERYTHING THEY SEE
0%
5%
33%
60%
90%
Consume content, but never like anything.
Will like content, but parcel out the volume
of likes they give a day.
Will like content as long as it’s really good..
Actually, it has to be the best content they
see all day.
If they like it IRL, they’ll like it on social.
If they see it, they will like it.
LIKE, BUT LIMITED
LIKE ONLY THE BEST

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In this case, 5%

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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.

44. At the end of the day, people want to feel
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45. At the end of the day, people want to feel
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VALIDATED

46. At the end of the day, people want to feel
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VALIDATED
and
LIKED

47. Facebook has recognized this and adjusted its
news feed algorithm.
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48. Facebook has recognized this and adjusted its
news feed algorithm.
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If you’ve noticed, your posts today get far more likes and
comments than they did 5 years ago.

49. So what does this really mean for brands?
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50. For starters, celebrate the likes.
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51. 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.

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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.

55. As a result, you will see not only an improvement in
engagement...
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56. As a result, you will see not only an improvement in
engagement...
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but also an improvement in the health and happiness of
the community you’re building.

57. It really can be that simple.
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58. Like on.
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59. Thank you.
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FH Texas Planning & Insights

60. Let’s connect.
Ryan Smith Abby Graves
@ryanpaulsmith
ryan.smith@fleishman.com
@ajgraves920
abby.graves@fleishman.com
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