I recently read a pretty interesting book called, ROI: Return On Influence by Mark
Schaefer. I took a lot away from it, but what stuck with me is the idea that
people on the Internet like reciprocity. The old idea of “You do me a favor, I’ll do you a favor.” We do this in real life
all the time. I mean we even feel
uncomfortable or off-balance with ourselves if someone does something nice for
us and we haven’t returned the favor. So
it’s only natural that we would do this online right? I mean you have to wonder, “Did Sally really like that picture or does she
just like everyone’s pictures to get more likes on her own?” We all know those people that like everything
you post even though you barely know them.
Don’t get me wrong, getting likes is always nice and you can’t help but
feel loved, but does it make you rude now to not like someone’s post/picture
back? Is it the equivalent of not buying
someone lunch after they bought yours last week? The answer is yes. Whatever their reason, they are choosing to
“like” your picture/post, and it only helps you when someone does that. So if
they are doing that more than rarely and you don’t reciprocate, don’t be
surprised if they stop doing you the “favor” of “like”-ing your stuff.
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