The Like Effect: The Power of Positive Marketing

Nov 14, 2013

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This chapter is from the book 

Like Economy, The: How Businesses Make Money with Facebook, 2nd Edition

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Emotions on Facebook Are Contagious

Stevie Wonder should write a new song, “I Just Posted To Say I Love You” about how many page fans and Group members will spontaneously post or comment how much they love your page, your Group, your company, or the other fans. I’ve felt that kind of affection for Facebook communities myself.

It makes sense. Think about it: If you spend day after day with other people who already share one interest with you and you gradually come to know their challenges, heartbreaks, and victories, isn’t that the same recipe used to make tear-jerking movies? And what keeps you engaged with your favorite sports team? You come to love these people. Or like them strongly. Or at least you love their thumbnail pictures. It’s human nature and there is even science to support it in the next section.

Scientist Adam D. I. Kramer, at the 2011 meeting of the Society for Personality and Social Psychology, presented his conclusions²⁶ from a study of Facebook posts by 1 million people and their 150 million friends. He found the following:

People who used emotionally loaded words in their posts sparked similar emotions in later Facebook posts by friends for up to three days.
When people used positive words, their friends used more positive words and their friends used fewer negative words.

That means a mostly positive Facebook page can prevent critical posts and comments and prevent the negativity of critics without any extra action being taken. Any potential critic will be more reluctant to complain when he sees a culture of appreciation on your page.

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