In The Name Of Love

In The Name Of Love



Twitter’s latest change of heart.

A couple of days ago I was pleasantly surprised to find out that some Tweeple “loved” some of my tweets.  This is probably old news by now – it’s been already three days since Twitter’s star-to-heart transition.

But first, some background.

When Facebook first announced the “dislike” button that made the world tremble at the thought, I was one of the shocked ones about the idea of offering a “dislike” option to Facebook users.  We all have witnessed the power of a complaint on Facebook, at least for brands, now that Facebook is turning into a network more and more focused on customer service and sales.

It was a crazy idea, but it did wonders putting Facebook back in the headlines – not that it wasn’t already… every day – but adding a little more “light” in the spotlight doesn’t hurt anyone.  So now instead of the like and dislike buttons, we have a whole collection to choose from: Like, Love, Haha, Yay, Wow, Sad and Angry.

And all these emoticons…?

This reminded me of last summer when I wrote an article about how brands are creating bonds through emotional marketing.  I’m sure these emoticons will definitely add something to that on the Facebooksphere, but only time will tell.

YouTube has always had the “like” and “dislike” buttons, at least as long as I can remember, but the approach of this network is far different from Facebook’s.  I have always felt that choosing between liking or disliking a video is quite easy to live with.  The reasons for not liking a video can be the song, the artist, the production, the script, or perhaps it’s just plain boring.  You don’t like it and no one gets hurt – except for the video producer or the artist, of course.  But I think we don’t rely much on people likes or dislikes on YouTube as we do on Facebook. Over the years, many of us have simply learned to ignore them.

Now think about what would happen if we only had these two options on Facebook. Personally I wouldn’t know what to do. If I see some sad news I wouldn’t feel right “liking it” to show empathy because now I have the option of “disliking it”.  But would I still be showing empathy with an “I don’t like this at all” attitude, or quite the opposite?

There is no black and white on social networks, there’s an array of different colors between the public displays of likes and dislikes.

And I definitely feel more comfortable with the colorful options. Yay!

Back to Twitter.  

What could have made Twitter change their faves into loves?  Instagram and Pinterest were the “heart” type right since the beginning, but the feel of these two networks is completely different to the feel of Twitter.  I don’t see Twitter as the“emotional” type although millions of emotions are shared per second – between the news and promotions.

But the important question is: do we really LOVE what we simply like?  There is no turning back: we are no longer “likers”; social media networks are turning us into “lovers”.

Between likes and loves, we are gently shifting into a more emotional approach towards the world.  Will this make us more aware and empathetic to all the good, great, sad and bad things that happen around us all, on our timelines?

Are we ready to press the button in the name of love?

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