Show Hide image

“A cursed project”: a short history of the Facebook “like” button

Mark Zuckerberg didn't like it, it used to be called the “awesome button”, and FriendFeed got there first. 

The "like" button is perhaps the simplest of the website's features, but it's also come to define it. Companies vie for your thumbs up. Articles online contain little blue portals which send your likes back to Facebook. The action of "liking" something is seen to have such power that in 2010, a class action lawsuit was filed against Facebook claiming teenagers should not be able to "like" ads without parental consent. 

And today, Facebook begins trials of six new emoji reaction buttons which join the like button at the bottom of posts, multiplying its potential meanings by seven: 

All this makes it a little surprising that Facebook CEO Mark Zuckerberg spent a good portion of the noughties giving the like button a thumbs down. According to Andrew Bosworth, Vice President of Advertising and Pages at Facebook (and known simply as "Boz") it took nearly two years to get the concept of an approval button for posts off the ground.

In a fascinating Quora thread, Boz explains that the idea of a star, plus sign or thumbs up for posts first came up in July 2007, three years after "TheFacebook" launched in 2004. Throughout these initial discussions, the proposed bursts of positivity was referred to as an "awesome button". A few months later someone floated the word "like" as a replacement, but, according to Boz, it received a "lukewarm" reception. 

The team who ran the site's News Feed feature were keen, as it would help rank posts based on popularity. The ad team, meanwhile, thought "likes" could improve clickthrough rates on advertisements. But in November 2007, the engineering team presented the new feature to Mark Zuckerberg, and, according to Boz, the final review "[didn't] go well". The CEO was concerned about overshadowing the Facebook "share" and comment features - perhaps people would just "awesome" something, rather than re-posting the content or writing a message. He also wanted more clarification on whether others would see your feedback or not. After this meeting, Boz writes, "Feature development as originally envisioned basically stops". 

The teams who wanted the button forged ahead with slightly different features. If you were an early user, you might remember that News Feed items and ads collected positive or negative feedback from you, but this wasn't then displayed to other users. This feature was "ineffective", Boz writes, and was eventually shut down. 

So when Jonathan Piles, Jaren Morgenstern and designer Soleio took on the like button again in December 2008, many were skeptical: this was a "cursed project", and would never make it past a sceptical Zuckerberg. Their secret weapon, however was data scientist Itamar Rosenn, who provided data to show that a like button wouldn't reduce the number of comments on a post. - that, in fact, it increased the number of comments, as likes would boost a popular post up through the News Feed. Zuckerberg's fears that a lower-impact feedback style would discourage higher value interactions like reposting or commenting were shown to be unfounded. 

A bigger problem was that FriendFeed, a social aggregator site which shut down in April 2015, launched a "like" feature in October 2007, a fact which yielded some uncomfortable media coverage when Facebook's "like" finally launched. Yet Boz claims that no one at Facebook clocked onto FriendFeed's new feature: "As far as I can tell from my email archives, nobody at FB noticed. =/". 

Finally, on 9 February 2009, "like" launched with a blogpost, "I like this", from project manager Leah Pearlman who was there for the first "awesome button" discussions back in 2007. Her description of the button's purpose is a little curious, because it frames the feature as a kind of review: 

This is similar to how you might rate a restaurant on a reviews site. If you go to the restaurant and have a great time, you may want to rate it 5 stars. But if you had a particularly delicious dish there and want to rave about it, you can write a review detailing what you liked about the restaurant. We think of the new "Like" feature to be the stars, and the comments to be the review.

Yet as we all know, there's no room for negative reviews on Facebook - there is no dislike button, and there likely never will be. Even in the preliminary announcements about the new emoji reactions feature, Zuckerberg has repeatedly made clear that "dislike" is not a Facebook-worthy emotion: "We didn’t want to just build a Dislike button because we don’t want to turn Facebook into a forum where people are voting up or down on people’s posts. That doesn’t seem like the kind of community we want to create."

Thanks to the new buttons, you can be angry, excited, or in love with other people's content, but the one thing you can't do is disapprove of its existence. Championing positivity is all well and good, but Zuckerberg's love of the "like" has more to do with his users' psychology than it does a desire to make the world a happier place. Negative feedback drives users away, and thumbs-down discourages posting. A "dislike" button could slow the never-ending stream of News Feed content down to a trickle - and that, after all, is Facebook's worst nightmare. 

Barbara Speed is comment editor at the i, and was technology and digital culture writer at the New Statesman, and a staff writer at CityMetric.

Getty/New Statesman
Show Hide image

Pupils need internet classes? Here are 41 lessons they should learn

Forget privacy and security, here's what to do when a black and blue dress looks white and gold. 

It is imperative that children are taught how to survive and thrive on the internet, claims a new House of Lords report. According to the Lords Communication Committee, pupils need to learn how to stay safe, avoid addictive games, and become “digitally literate”.

It’s hard to argue with the report, which is a great step forward in acknowledging that the internet now basically = life. Yet although it is crucial that children learn how to stay private and secure online, there are also some equally crucial and not-at-all-flippant pieces of information that the youth urgently need to know. Here are the first 41 lessons in that curriculum.

  1. To figure out how much to donate towards your mate’s charity half-marathon, half X OR double Y, where X is the amount paid by their mum and Y is the amount donated by your closest rival, Becky
  2. Don’t mention that it’s snowing
  3. If – for some reason – you talk about bombs in a Facebook message, follow this up with “Hi Theresa May” in case Theresa May is looking, and then Theresa May will think you are just joking
  4. If you are on a train and you are annoyed about the train, do not tweet @ the social media manager who runs the account for the train, because they are not, in fact, the train
  5. If a Facebook meme starts “Only 10 per cent of people can get this puzzle right” – know that lies are its captain
  6. It’s not pronounced me-me
  7. Never say me-me nor meem, for they should not be discussed out loud
  8. People can tell if you’ve watched their Instagram stories
  9. People can’t tell if you’ve waded back through their Zante 2008 album and viewed all 108 photos
  10. People can tell if you’ve waded back through their Zante 2008 album and viewed all 108 photos if you accidentally Like one – in this circumstance, burn yourself alive
  11. Jet fuel can melt steel beams
  12. If a dog-walking photo is taken in the woods and no one uploads it; did it even happen?
  13. Google it before you share it
  14. Know that Khloe Kardashian does not look that way because of a FitTea wrap
  15. Do not seek solace in #MondayMotivation – it is a desolate place
  16. Respect JK Rowling
  17. Please read an article before you comment about a point that the article specifically rebutted in great detail in order to prepare for such comments that alas, inevitably came
  18. Don’t be racist, ok?
  19. Never, under any circumstances, wade into the Facebook comment section under an article about Jeremy Corbyn
  20.  If a dress looks white and gold to some people and black and blue to some others, please just go outside
  21. Open 200 tabs until you are crippled with anxiety. Close none of the tabs
  22. Despite the fact it should make you cringe, “smol puppers” is the purest evolution of language. Respect that
  23. Take selfies, no matter what anyone says
  24. Watch Zoella ironically until the lines of irony blur and you realise that the 20 minutes you immerse yourself into her rose-gold life are the only minutes of peace in your agonising day but also, what’s wrong with her pug? I hope her pug is ok
  25. Nazi Furries are a thing. Avoid
  26. Use Facebook’s birthday reminder to remember that people exist and delete them from your Friends list
  27. When a person you deleted from your Friends list inexplicably comes up to you IRL and says “Why?” pretend that your little cousin Jeff got into your account
  28. Don’t let your little cousin Jeff into your account
  29. “Like” the fact your friend got engaged even if you don’t actually like the fact she is reminding you of the gradual ebbing away of your youth
  30. No one cares about your political opinion and if they act like they do then I regret to inform you, they want to have sex with you
  31. Please don’t leave a banterous comment on your local Nando’s Facebook page, for it is not 2009
  32. Accept that the viral Gods choose you, you do not choose them
  33. Joke about your mental health via a relatable meme that is actually an agonising scream into the void
  34. Share texts from your mum and mock them with internet strangers because even though she pushed you out of her vagina and gave up her entire life to help you thrive as a person, she can’t correctly use emojis
  35. Follow DJ Khaled
  36. Decide that “Best wishes” is too blah and “Sincerely” is too formal and instead sign off your important email with “Happy bonfire night”” even though that is not a thing people say
  37. If someone from primary school adds you as Friend in 15 years, accept them but never speak again
  38. The mute button is God’s greatest gift
  39. Do not tell me a clown will kill me after midnight if I don’t like your comment because that is not a promise you can keep
  40. Don’t steal photos of other people’s pets
  41. Accept that incorrect "your"s and "you’re"s are not going anywhere and save yourself the time 

Amelia Tait is a technology and digital culture writer at the New Statesman.