DataFramed #301 What the Like Button Tells You About Your Customers with Bob Goodson, Inventor of the Like Button
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May 13, 2025 Bob Goodson, President and Founder of Quid and co-author of 'Like: The Button That Changed the World,' dives into the revolutionary impact of the like button on digital interaction. He discusses its evolution from a simple feature to a vital tool for data collection and customer behavior analysis. The conversation touches on the power of the 'like graph' in shaping recommendation systems and the strategic advantages it provides to businesses. Goodson shares insights on how data analytics transform supply chains and the importance of engaging user interfaces.
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Origin of the Like Button
- The like button originated at Yelp in May 2005 as a quick-react feature named "send a compliment".
- It was designed with buttons for "useful," "funny," and "cool" but the thumb and "like" word appeared in initial sketches.
The Like Graph and Attention Graph
- The like graph captures connections between users based on shared likes, a powerful second wave after the social graph.
- The attention graph, tracking what users consume, is the third wave exemplified by TikTok's algorithm.
Psychology Behind Liking
- The like button taps into human dopamine responses via anticipation and reward when giving or receiving likes.
- It also aligns with humans' social learning and mild hierarchy cravings, making it a currency of social interaction.
