The like economy: Social buttons and the data-intensive web

The paper examines Facebook’s ambition to extend into the entire web by focusing on social buttons and developing a medium-specific platform critique. It contextualises the rise of buttons and counters as metrics for user engagement and links them to different web economies. Facebook’s Like buttons...

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Bibliographic Details
Published in:	New media & society Vol. 15; no. 8; pp. 1348 - 1365
Main Authors:	Gerlitz, Carolin, Helmond, Anne
Format:	Journal Article
Language:	English
Published:	London, England SAGE Publications 01.12.2013
Subjects:	Centralization Conceptualization Decentralization Engagement Internet Popularity Social networks Software Like economy social buttons medium-specificity software studies social web web analytics Digital methods Facebook platform studies fabric of the web
ISSN:	1461-4448, 1461-7315
Online Access:	Get full text
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Abstract	The paper examines Facebook’s ambition to extend into the entire web by focusing on social buttons and developing a medium-specific platform critique. It contextualises the rise of buttons and counters as metrics for user engagement and links them to different web economies. Facebook’s Like buttons enable multiple data flows between various actors, contributing to a simultaneous de- and re-centralisation of the web. They allow the instant transformation of user engagement into numbers on button counters, which can be traded and multiplied but also function as tracking devices. The increasing presence of buttons and associated social plugins on the web creates new forms of connectivity between websites, introducing an alternative fabric of the web. Contrary to Facebook’s claim to promote a more social experience of the web, this paper explores the implementation and technical infrastructure of such buttons to conceptualise them as part of a so-called ‘Like economy’.
AbstractList	The paper examines Facebook’s ambition to extend into the entire web by focusing on social buttons and developing a medium-specific platform critique. It contextualises the rise of buttons and counters as metrics for user engagement and links them to different web economies. Facebook’s Like buttons enable multiple data flows between various actors, contributing to a simultaneous de- and re-centralisation of the web. They allow the instant transformation of user engagement into numbers on button counters, which can be traded and multiplied but also function as tracking devices. The increasing presence of buttons and associated social plugins on the web creates new forms of connectivity between websites, introducing an alternative fabric of the web. Contrary to Facebook’s claim to promote a more social experience of the web, this paper explores the implementation and technical infrastructure of such buttons to conceptualise them as part of a so-called ‘Like economy’. The paper examines Facebook's ambition to extend into the entire web by focusing on social buttons and developing a medium-specific platform critique. It contextualises the rise of buttons and counters as metrics for user engagement and links them to different web economies. Facebook's Like buttons enable multiple data flows between various actors, contributing to a simultaneous de- and re-centralisation of the web. They allow the instant transformation of user engagement into numbers on button counters, which can be traded and multiplied but also function as tracking devices. The increasing presence of buttons and associated social plugins on the web creates new forms of connectivity between websites, introducing an alternative fabric of the web. Contrary to Facebook's claim to promote a more social experience of the web, this paper explores the implementation and technical infrastructure of such buttons to conceptualise them as part of a so-called 'Like economy'. Reprinted by permission of Sage Publications Ltd
Author	Gerlitz, Carolin Helmond, Anne
Author_xml	– sequence: 1 givenname: Carolin surname: Gerlitz fullname: Gerlitz, Carolin email: c.gerlitz@uva.nl organization: University of Amsterdam, The Netherlands – sequence: 2 givenname: Anne surname: Helmond fullname: Helmond, Anne organization: University of Amsterdam, The Netherlands
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ContentType	Journal Article
Copyright	The Author(s) 2013
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Snippet	The paper examines Facebook’s ambition to extend into the entire web by focusing on social buttons and developing a medium-specific platform critique. It... The paper examines Facebook's ambition to extend into the entire web by focusing on social buttons and developing a medium-specific platform critique. It...
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SubjectTerms	Centralization Conceptualization Decentralization Engagement Internet Popularity Social networks Software
Title	The like economy: Social buttons and the data-intensive web
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