Social Media Users And Why There’s No “Dislike” Button

So here it is: The Social Media Revolution…. isn’t it?

What was hyped in the beginning as a revolution which was supposed to dramatically change the way we interact with people and in which everyone can have a say and will be heard, a democratization of the internet, is far from being true. In fact, the Utopian version of a Brave New World where everyone is connected to everyone surrounded by a system of open dialogue, as Fenton (2010) fittingly points out, could easily turn into a mass of conform “likes”.

I mean that’s what we do on Facebook, don’t we? Scrolling down the ‘News Feed’ looking and scanning for photos, videos, status updates, check-ins etc. of our friends or acquaintances and then, if we like something, we just hit this little button.

That’s it.

Interaction completed.

Okay well, sometimes it goes a bit further as we even post a comment underneath.

But then: Done.

With regards to this, Sam Fiorella wrote an interesting article about the nowadays prevalent “Culture of likes”. In his view, the “like” phenomenon can be explained by certain sociological behaviour and needs, such as for example the pressure to conform to group thinking or people’s need for love and belonging. Thus, liking the same things or collectively agreeing provides a certain sense of stability and security.

Taking on a rather exaggerated perspective, the promised open dialogue and public debate in social media and on the Internet could in fact be nothing more than the net sum of ‘Likes’, ‘Shares’ and ‘Tweets’.

We actually have to admit: Most people like the “Likes.” If you post something, which generates a lot of likes, you feel – if you’re honest to yourself- quite proud and affirmed, right?

So why do these “Likes” really matter?

In general, agreeing with Sam Fiorella,  people’s crave for love and belonging and our need to attach us to people who empathize with us and share the same points of view has found a perfect surrounding on social media.

There have also been a lot of studies with regards to this and one major point, made by Toma and Hancock in their study on Facebook use, is that the affirmation, for example in the form of ‘likes’, supports an individual’s ego and helps to preserve self-worth.

On the contrary, does that mean that no or only few ‘likes’ would make us unhappy?

Considering a recent article published by the Time, it does.

The author, Alexandra Sifferlin, points out that the findings of a recent study on Facebook use showed that the more time we spent on Facebook, the worse we feel. Among other reasons, she also mentions that people felt frustrated or not that respected when they have fewer comments or likes compared to other Facebook friends.

I would say that this is probably true for some people and Facebook may indeed have a certain influence on the mood of us but the extent of it probably also relates to an individual’s state of mind and his general self-confidence.

Anyway, this makes me think of the fact that there is no “Dislike” button on Facebook. Considering the previous mentioned study, it’s probably a good thing.

However, it also leads me again to the beginning of my post and the apparent lack of different opinions and proper public debate on social media.

Why can we only express agreement, but no disagreement?

It might have something to do with the fact, that we are simply not ready.

Yes, it may sound weird. But actually, if you look at platforms, such as news websites with commentary features, where public opinion and debate is apparently encouraged, almost every discussion leads to a point where people get offensive. Greg Jericho , for example, also talks about this in his book. He highlights that trolling and toxic comments, which are argued to made public conversations and debate impossible, can be found everywhere online, especially underneath news articles. So thanks to the Internet’s anonymity, people seemingly just jump on everyone who has simply a different opinion on a topic – in Facebook’s language that would mean – on people who wouldn’t push the “like” button but rather the “I wouldn’t necessarily agree because…” button instead.

So where does this leave us?

Are we really unable to have respectful and constructive dialogue and accept different opinions online?

Can we handle “Dislikes”?

I think, we probably still have to learn it.

Until we are ready… Facebook will just let us keep ‘liking’ things.

A friend of mine recently posted the following picture on Facebook and I think it perfectly relates to this post.

It makes me laugh because it’s so honestly true.


Other sources:

Fenton, N 2010, New Media, Old News, Sage, London.

Related articles


The future of the future…


In recent years, there have been thousands of panels, conferences and research studies on the future of the media, especially of social media.

What becomes apparent is that the future will be shaped by various factors:

…. new technologies, such as NFC (Near-Field-Communication), smart home applications, or inventions such as Google Glasses and many more…

… continuous innovations around social media and communication tools, such as Facebook’s facial recognition, Snapchat etc. and, which is more interesting, the combination of those…

… as well as changes in consumer usage and habits, such as the increasing significance of photo sharing photos, the trend away from big networks towards rather smaller, niche networks, such as Pinterest,  the continuously rising “selfie culture” and so on and on…

FutureMedia executive director Renu Kulkarni highlights six most critical and distinct trends for the future of media, which, in my view, broadly summarize recent and future developments in an interesting way.


The future of social media is…

…going to be like air. It will be anywhere and everywhere you need and want it to be. It will be seamlessly built into our everyday experiences, rather than shoe horned into the corners of websites. And like air, if it isn’t around, you will feel like you can’t truly breath and live.

For those further interest in the topic around the future of social media. Go and have a look on 10 Social Media Brands That Will Still Matter In The Future.

Social Media: Nothing new anymore?!

Social Media is old.

Not old in an “ancient-100-years-old” sense but it has already grown out of it’s infancy.

It’s not a fancy, new thing anymore.

Looking back, it all started in 1997; when the first social network, which could be really labelled as such, was launched. was the first service to combine several features which previously existed rather as single features of different services, such as e.g. ICQ. In the following years a wave of other SNS followed (boyd & Ellison 2007).

Alongside a huge amount of niche SNS, primarily attracting homogenous groups of people, some big global SNS have set themselves apart. SNS, such as Facebook, Twitter, Instagram and so on are nowadays very much integrated in people’s daily practice all over the world. An animated video by Grovo sums up quite well how we got here:

Bildschirmfoto 2013-11-01 um 14.12.11

I mean, who doesn’t check Facebook regularly? Maybe daily? Even hourly? Besides maybe one or two exceptions, I can be sure that I can reach my friends via Facebook (long live the mobile app!) as good as with a simple text message or a call. So it’s no surprise that Facebook is nowadays even more often used on a mobile device than on an actual computer. According to Luke Brown on, an average of 618 million people used the mobile page daily in December 2012. Considering that only 126 million users were reported in September of that same year, it’s a huge jump.

To continue with impressive numbers, based on recent social media statistics, there are worldwide:

1.11 billion Facebook users,

500 million Twitter users,

130 million Instagram users,

and 70 million Pinterest users.

Of course, you can’t deny that there’s still a huge amount of people, who are not that much into social networks, but as Generation Y and Z outgrow the previous generations, I assume that “being social online” will become widespread normality.

Especially Facebook, currently the world’s largest social media network, has a tremendous global relevance as SNS. A recent edition of World Maps of Social Networks shows that in June 2013 Facebook has been the dominant social network in almost all countries worldwide (127 of 137).

World Map of Facebook

However, I experience that the hype during the last years, which went through all areas of life, from personal practices, over to businesses entering Social Media, to new advertising opportunities, has settled a bit.

Facebook, the new Myspace?

While membership numbers of SNS have steadily increased within the last years, some kind of downward trend can be observed. Especially with regards to Facebook.  The Guardian, as well as a recent study of PEW Research, report a continuous decline in Facebook users. According to these sources, Facebook has lost almost 9 million monthly visitors in the US and 2 million in the UK. However, what I find even more striking, is the fact that also the time spent on the site is regressing.

So what does that show us? Will Facebook be the next Myspace?

Of course, there’s always a potential risk. I mean who hadn’t had a friend on Facebook, who then suddenly disappeared in one’s friendslist? …And by that I mean not because he unfriended you.

But generally, I would doubt that. A NBC article about recent results from the Nielsen Social Media Report showed that the overall time spent on social media has actually increased. In July 2012 for example, an average US citizen spent 6.5 hours on social media – daily!!!

However, the interesting thing about the results of the study is, in my view, that while we still spent most of our time on Facebook with rather stagnating monthly visitors (probably because it nearly has reached saturation…), other SNS, such as Twitter, Instagram and Pinterest gain more and more attention and time in our lives.

The need for more, or less?!

One main reason, which can be repeatedly found in current discussions about this shift towards other, smaller networks, is that we are never satisfied with what we have. I admit that this sounds quite philosophic but indeed, Juliette Garside from the Guardian, for example, also highlights in her article the boredom factor, which leads to the fact that people want to try new things instead of only surfing within the known mainstream areas. One interesting contribution regarding that point comes from social media analyst Bob Zhukis, who states that people generally behave goal directed and need a broader sense. That means, while the pleasure of broad networking on sites, such as Facebook, was fun for a while, people now increasingly look for other ways to engage; primarily on more purpose-driven smaller sites, such as e.g. Pinterest or Instagram.

Even the godfather of social networks, Mark Zuckerberg, recently made a statement within the May edition of the WIRED magazine, which I find quite revealing and noticeable:

“The big stuff that we’re seeing now is sharing with smaller groups.” 

Mark Zuckerberg, WIRED 2013

Additionally, he noticed that, for example, Instagram is a much smaller product than Facebook, but that “it’s a really meaningful product” as it entails the clear and single goal of sharing and liking photos. I, myself, really love Instagram and all the creative pics that are out there.

So what can we take out of this?

Social media may have grown out of its infancy, but there will always be something new.

Social media includes “social”, “social” always involves “people”, “people” are always inconsistent, striving for something new. Thus, I am sure there will always be “something new” about social media.

The next big (small) thing is just around the corner…

What do you think?

Here, you’ll find some other interesting thoughts on this topic:

Other sources:

boyd, d & Ellison, N 2007, ‘Social network sites: Definition, history, and scholarship’, Journal of Computer-Mediated Communication 13, pp. 210-230.

How a donut can help to understand Social Media

Nowadays, there’s simply a huge amount of social networks available. At the same time, new social platforms constantly pop up, which offer new or a new combination of features or characteristics – no wonder it’s sometimes hard to stay on top of things. Douglas Wray, however, visualized in a very simple, yet brilliant, manner the distinct features of each major social network on a whiteboard and posted a photo on it on Instagram.

How a donut helps to understand Social Media

(Source: instagram/douglaswray)

Of course, in reality, it is not that simple as features overlap and are similar across platforms. For example: Facebook is also heavily used for photo and video sharing while Instagram strongly relies on “likes”.

Anyway, the next time someone asks you what Linkedin is… show him this and eat a donut.

A little bird once told me: Twitter… and why I can’t really connect to it yet


Twitter.    Everyone has heard about it.     Some know what it is.      A few use it regularly.

I don’t.

I mean not really.

Well, I have an account but that’s it.

All the time spent in the Twittersphere has been rather work for me than pleasure until now. I just can’t really connect to it yet. But I swear, I’ll keep on trying.

Okay let’s first see what Twitter really is.

Twitter is a social media service that allows people to connect in real-time to the latest news, opinions and topics. In fact, it’s about short data messages containing not more than 140 characters, which are distributed online by a variety of official and unofficial sources; that is from you and me, but also from big companies, such as BBC News, or celebrities, such as Justin Bieber (who btw leads the TOP 100 Twitter ranking in terms of followers).

It’s a micro-blogging service that has been described and analysed in various ways by scholars and non-scholars; especially, since it has become a major and important communication tool during crisis or other breaking news events, such as the Mumbai attacks, the Iranian election protests of 2009, or, very recently, the Boston Marathon Bombings. In addition, Techradar gives an interesting overview about 10 news stories that broke on Twitter first.

I clearly understand the noticeable significance of Twitter in these kind of circumstances as Twitter’s immediacy and ability to provide “news first” via witness accounts, photos, soundbites and immediate reactions to that extent can be evaluated as unique within today’s online world. Some scholars, such as Malone et al. (2009) refer to it as “collective intelligence”, which enables millions of people to communicate directly, sharing and discussing events.

I mean apparently a lot of people use it. A nice and compact infographic, 20 amazing Twitter stats,  gives us an impression how BIG it really is.


But, for me personally, I don’t see the point yet, particularly beyond the case of breaking news events.

I don’t really know what to share and why?

Most of the things people share are not interesting to me.

Most companies use it as an advertising tool and I don’t want to be exposed to it.

It’s another time-consuming thing and I already have no time.

I admit that during breaking news, it can provide faster information, which could be interesting. But it then still lacks verification. So it’s rather an entertaining tool than really an informational tool, I would say. You can follow in real-time the process of making sense of the flow of information. I guess that’s cool, if you’re in for something like that. But in the end, I would I would still rely on (hopefully) verified information from big news organizations.

But maybe I haven’t understand it completely yet. So I probably should just throw me out there and try again.


Malone, T. W, Laubacher, R & Dellarocas, C 2009, ‘Harnessing Crowds: mapping the genome of collective intelligence’, MIT Sloan Research Paper No. 4732-09, retrieved on 14.09.2013, from