Facebook bans ‘like-gating’ & Greggs social media crisis

Facebook has announced a ban on creating content just for likes, and we explain how Greggs the Bakers manages a potential social media crisis.

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Facebook has confirmed that it is putting an end to “like-gating” content to improve user experience. Page owners will no longer be able to hide their content, competitions or apps from users until they ‘like’ a page putting greater emphasis on the quality of content from brands and page owners.

Bakery chain Greggs also made the news this week after a not-too complimentary image started appearing on Google searches. The image, which mocked both the brand’s food and its supposed clientele, made headline news and generated huge social buzz but, Greggs managed the crisis brilliantly on social media. You can see an in-depth analysis of their response in our latest blog post.

Video Transcript

Hello, and welcome to Digital Minute. This week, we’re looking at a big change to Facebook and at how Greggs dealt with a potential Google crisis.

Facebook has confirmed that it is putting an end to “like-gating” content, by banning the practice in their platform policies.

From now own, page owners won’t be able to hide their content, competitions or apps from users until they ‘like’ a page, so see an end to phrases such as “like this page to see our discount code”.

Facebook argues that the move will improve the user experience and for brands and page owners, it puts an even greater emphasis on the quality of your content, rather than how hard you can coerce your followers into liking a page.

Bakery chain Greggs made the news this week after a not-too complimentary image started appearing on Google searches.

The image, which mocked both the brand’s food and its supposed clientele, made headline news and generated huge social buzz.

Thankfully, Greggs managed the crisis brilliantly on social media, and we’ve published an in-depth analysis of their response over on our blog.

“Thanks for watching. I’m Heather Healy, and that, was your, digital minute.”

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