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Facebook 'likes' could be perceived as party endorsement, says Jeff MacIntyre

The fight for votes in the upcoming federal election isn't just unfolding on the campaign trail or in televised debates. More than ever, it's being fought on Facebook — and your "like" might be doing more than you think.

Sudbury social media expert reminding people that what you 'like' can influence others

CBC News ·
Sometimes people "like" a page just to receive the updates. But, a Sudbury social media expert is reminding you that where politics is concerned, a party "like" can have some pull.

The fight for votes in the upcoming federal election isn't just unfolding on the campaign trail or in televised debates: more than ever, it's being fought on Facebook.

To get updates on what a political party is posting on Facebook, you have to click a button to 'like" their page. But, doing so also lets that party tell others that, in a way, you've endorsed them with your like.
Sudbury social media expert Jeff MacIntyre says people should be aware that Facebook "likes" can have an impact in an election: "[It] gives that page the access to say, 'This person endorsed me.'" (CBC)

Parties are spending thousands of dollars this election on targeted Facebook advertising. And instead of just an ad about a candidate showing up in your Facebook feed, you'll now also see the names of your friends who liked that politician's page.

Jeff MacIntyre is a social media expert in Sudbury. He said this type of advertising is a no-brainer for party strategists. 

"Word-of-mouth advertising is one of the best pieces out there," he explained. "All of a sudden, that person [you know] is endorsing a politician, service, whatever it is. People are going to take a second look. It's giving that kind of endorsement from someone that you already trust — that you already have a relationship with." 

MacIntrye said people should know that their "like" might influence others. 

"That "like" can be used for advertising. When you like a page, it gives you more than the tool to access that page and speak on it. It also gives that page the access to say, 'this person endorsed me.'"
Sudbury musician Geoff McCausland says he uses the Facebook "like" button to undermine the advertising efforts of those he doesn't endorse: "It's sort of a subversive tactic to have them waste their ad dollars on me." ( Josée Perreault)

Sudbury musician Geoff McCausland uses the same targeted Facebook advertising to promote his band.

"For about $6, you can have Facebook show whatever your post is to somewhere in the area of 2000 people. It's actually incredibly cost-effective advertising."

McCausland said he recently liked the Facebook page of a political party he actually dislikes. 

"I know that they're going to spend their money on Facebook directing advertising at me, which will be completely ineffective," he explained. 

"It's sort of a subversive tactic to have them waste their ad dollars on me."

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