On Facebook, we like all the time. We share. We freely comment. We post photos. We view videos. When friends die we post upbeat eulogies. There were so many of them for our college buddy Tom Cordaro that the official memorial his wife Karen held seemed downright redundant.
Facebook is the happy valley. So much so that I didn't notice it lacked a "dislike" button until I read the ebook "Contagious Content" by Brian Carter and Marketo. Here you can download it for free.
Sure, there are the miscreants and the Selfi photos. The lonely prowl and the perverts stalk. But, in essence, it's the kind of good-values setting we Baby Boomers experienced through the then-new medium of television. Mickey Mouse loved us. Jim Anderson on "Father Knows Best" understood us. Mary Richards made it after all on "Mary Tyler Moore," despite no husband.
So, that's why Facebook is such as wonderful platform for our clients' advocacy, branding and selling. However, the downside of the happy value could be that our clients won't be reaching youth. Millennials are migrating to other social media platforms. Some are just maintaining a presence on Facebook to keep connected with their grandparents (us). By not having an edge, Facebook could lose its edge.
If Facebook adds a "dislike" button, there might be word of mouth among Millennials to swing back by and check things out.