Facebook's 'Want' Button Risks Alienating Users

Facebook will need to be careful as it tests a Want button, marketing and social media experts say. Users may not appreciate the intrusion of blatant marketing in what many still consider a semi-private environment.

Some experts regard the Want button as superfluous to the Facebook experience. “At the end of the day, who needs a ‘want’ or a ‘love’ when we have ‘like’? And why not a ‘hate,’ while we’re at it?” said Collin Elizabeth Roberts of Middleberg Communications. “Facebook should focus on unlocking the targeting of behaviours that a single action, a ‘Like,’ can reveal in the aggregate, rather than trying to diversify its interactions to try to fuel adoption.”

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