MERCADEO Versión en español
Francisco Cárdenas from Richards/Lerma: Facebook is giving users a broader range of expression
Maye Albornoz| 1 de octubre de 2015
Are “Likes” always appropriate? For Francisco Cárdenas, Digital Strategy Director at Richards/Lerma, Facebook precisely set out to solve this question with the recent announcement of the incorporation of a ‘dislike’ button. “I like the ‘Dislike’ button. Facebook is finally giving its users the chance to expand their expression possibilities. That´s good” he assures.As for brands, he thinks that instead of worrying about cyberbullying, they will have to wait to see this button´s functionality and if the platform will distinguish between user pages, brand pages and fan pages. In any case, he suggests, they must see it as a way to receive feedback.”This is important in an environment where paid has acquired so much relevance. Boycott is something that might worry a few, but the truth is that now brands are too busy trying to understand how to have a better presence in social networks. Most brands are aware that time is better invested in creating than in destroying” he says. In Cárdenas’ opinion, the “Dislike” button could also benefit the relevance algorithm. He mentions the example of an abusive politician who says atrocities on the social network. As well as the “Dislike”, people could better express feelings in a comment: “That is different than crossing out content that isn´t relevant or inappropriate. Sometimes, “Dislike” will mean that the person actually likes the content”.
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