Rosa Alonso from d expósito & Partners: Facebook will not affect the basic like

The alarms of many brands went on last week when Mark Zuckerberg, founder of Facebook, announced that the company is carrying out the first tests for the launching of the “dislike” button, after receiving hundreds of requests from the platform´s users.This unleashed a concern among some advertisers who think this button could open up the possibility of boicot among competitors. In an interview with PRODU, Rosa Alonso, director of Digital Strategy and Innovation at d expósito & Partners, explained that the last thing the audience wants is a button with a negative connotation and Zuckerberg knows that it wouldn´t be convenient for the dynamics of the platform.”What he is aiming for, and is missing, is an empathy option. We don’t know what to do when there is terrible news such as a death or something extremely sad. Nobody want to like that type of thing, although I do, and then comment with my sympathy” she assured. For the executive, brands should not be afraid because this button might influence the relevance their contents may gain. “Facebook doesn’t want to affect the basic ‘Like’ button operation, which is good to promote posting and create the ranking of what we see, they won’t change their algorithms”. The specialist feels that even though social pages can turn into something negative, Facebook will find a way to avoid this: “We are complex and imperfect beings, but too much negativity affects us and also affects the social network’s advertising and profit”.