If a Facebook user “likes” a web page, the owner of that web page can now make posts to that user’s wall. Did you catch that?
Justin Kistner, An army of likable objects: The new Facebook marketing strategy
So, a brand like The Gap, and put Facebook Like buttons across their website. As hundreds or thousands of consumers ‘like’ some specific product, The Gap can turn around and post messages on those consumers’ Facebook walls, like a promotional discount.
I am not sure that this lines up with people’s innate sense of social connection. Just because I say I like someone or something, I don’t expect that to lead to that person or product being able to spam my friends.
This is where Zuckerberg’s attempts to stripmine social networks will fail. People won’t accept billboards in their living rooms. Yes, we have come to accept the Nike swoosh on our hats, but we actively choose to wear those. We won’t accept the merchandizing of social gestures.
(via digital crumble)
