Hey Facebook: I’m Not Liking It

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28 June 2011
Craig Weber
I shouldn’t admit this, but Facebook makes me queasy. I recently killed my personal Facebook account that the Class of ’83 Reunion Committee begged me to create.

Maybe it’s my unwillingness to finally be found by all those weirdoes I spent most of my high school years trying to avoid. And unlike LinkedIn, which focuses on my professional resume, on Facebook I’m supposed to put personal pictures and photos up on my wall, for all to see? I don’t think so.

Or maybe it’s the Like buttons, which have transformed "Like" into an action verb.

They remind me of second grade, where clandestine notes were used to figure out if someone “liked” someone else. As a lovelorn youth, I once tried to innovate this process by folding my note into an airplane and flying it to my target in the middle of class. Only it landed instead at the feet of my teacher, Mrs. O’Brien. She unfolded my plane, read my amorous profession silently, and handed it back to me. The answer to my question—if I ever got one—is lost to history, while the shame of my failed special ops communication persists.

But now my aversion to Facebook is extending into my professional consciousness. As if sharing of personal information and capturing the cheesy Likes of millions of users weren’t bad enough, new negatives are emerging. Businesses, not just individuals, are getting into the act. Some are creating special 2-stage fan pages, where new visitors have to Like the page to see all of the content. Even worse: Some businesses are providing hard incentives to visitors who Like their content, in a cynical bid to punch up their Like count and get their messages in front of the ever-expanding networks that are forming.

Anyone who has tried to resolve the wildly conflicting opinions found on Zagat or TripAdvisor or Ebay knows that feedback from strangers is of questionable value in determining the truth about goods or services. People’s experiences are hard to compare, even simple ones. And I have found that not many people view the world exactly the way I do, valuing the things I value and discounting the things I discount. I’m also certain that competitive misinformation, spread by competitors posing as dissatisfied customers, is rampant.

Even retreating to the comfort of your hand-crafted “social network” (ugh!) does not guarantee that you’ll turn up useful, honest, actionable data. Without talking to my friends directly, I have no way of knowing why they clicked on the Like button. Was it to congratulate a vendor on a job well done? To beef up their own level of activity to make themselves more relevant? Or perhaps to get 15 percent off their next online purchase? An analytical tool of questionable value has been further devalued. I think we should all unfriend Facebook, right before Social Studies.


  • Craig

    I suspect that you and I were analogue children and that we think that this digital stuff is all optional. Try telling that to my two kids, digital natives, who leverage their connections and network in a way we wouldn't have ever considered.

    A basic rule of 'only friend someone you've actually met' suffices...

    I'll share two anecdotes. Recently my son was touring university open days. He posted where e was going in hs FB status and was deluged with offers of help and alcohol. He leveraged the network. My Dad, who's not so mobile, loves seeing what the youngsters are up to. He can talk to them because he's in touch.

    It's less important for me, and for you, because it's not for us. Not yet...

  • Update: While I was posting this, Google announced a new Facebook rival, Google+. Odds of Google+ making me feel better about everything "going social"? Zero.

  • [...] more look at our coverage of social, read why Craig Weber isn’t using Facebook and look out for more on the value of Facebook pages and the social internet for the insurance [...]

  • Note: I prefer to think of myself as a hybrid analog/digital model. I like your example--in my old-fashioned way--because it shows the network value in a non-commercial way. Friends interacting due to location awareness? I'm all for it. But an email I got today with the subject line, ""Like" us for a chance to win an iPad2®" shows the value is being derailed.

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