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  • feedwordpress 06:50:36 on 2015/01/04 Permalink
    Tags: , engagement, , , Likes, , , reach, Social Advertising, , , , , ,   

    Getting More People to Like Your Facebook Page is 99% Worthless 

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    Someday, I will have the opportunity to prove to a client or prospect beyond any reasonable doubt that this is true. In the meantime, I will continue to write about it in hopes that the facts will win out.

    To prove it beyond a reasonable doubt, I would have to take a page that has zero fans and send massive engagement and traffic with a small budget. Then, we’d need to look at the statistics to show that a page that starts off with zero likes can have more than just paid reach. It can have more organic reach than pages that have tons of likes.

    We do have examples, not to the extreme of having zero fans, but by demonstrating that through strong content and proper use of advertising we can get strong organic reach. Here’s a quick one that’s pretty clear:

    Facebopok Page Likes

    As you can see, this page has 2,458 people liking it. However, you’ll see that the small budget, in this case around $15, was able to get it good paid exposure. More importantly, it generated more organic reach than the number of people who like the page.

    Now, let’s look at a different page. It has nearly 8 times as many likes, but the reach is minimal.

    Facebook Page Likes are Worthless

    The gap is crystal clear. Facebook has been pulling back on organic reach for some time. While many will say that it’s all about greed and the bottom line to force pages to use money to get exposure, it’s more likely about what the users want. When they see page posts on their news feeds, they are much less likely to engage with those posts than the posts of their friends and family. Still, they’re a business, so the reduction of organic reach and the rise of sponsoring posts is the end result.

    You’ll notice that I said that page likes are 99% worthless. There’s one minor benefit. Some would call it credibility. Others would call it ego. Either way, having a page that people are liking gives a psychological boost to the page to let people demonstrate how popular their page really is. While likes are infinitesimal in importance compared to reach, it’s still a benefit.

    Focus on content. Put a budget behind it. Give your page real reach rather than the artificial benefits associated with page popularity.

  • feedwordpress 08:32:42 on 2014/06/02 Permalink
    Tags: Likes, ,   

    Social Media Success? It’s More Than Just ‘Likes’ 

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    More than Likes

    If you judge your business’ social media (SM) success solely on how many likes you can drum up, you’re only looking at a tiny piece of the puzzle. There’s a big disparity when it comes to optimizing your ROI with SM, with a number of marketers jumping full force onto the social media bandwagon, but falling short where it matters most: Actually looking at the data to seeing how successful they are.

    Forbes reports that a 2012 industry report revealed that 86 percent of all marketers say SM is key for business, but are they making the most of it?

    Putting the cart before the horse seems to be the norm with SM marketing, and 46 percent of businesses executives say they plan to make their SM budgets bigger in 2014. This will include buying Facebook ads or advertising on key blogs. However, Adobe says that just 12 percent or marketers say they feel “capable” when it comes to measuring SM ROI. Something is askew here and playing a guessing game with a company budget is a dangerous move. Whether your business is a thriving online clothing boutique or an international logistics company, you need to know how to measure results.

    Start with the basics

    Right now, marketers look at the overall customer journey to try and judge ROI. A typical journey might include a customer seeing an ad on Facebook, liking the product, going to the company website, making a purchase and becoming a loyal customer because the product and experience was positive. That’s a great story, but when it comes to SM analytics, just how accurate are the metrics available? A certain number of people checking out your Facebook page may hint at higher awareness, clicks say something about interest, and how many fans you have might indicate just how interested consumers are.

    However, nothing compares to online purchases when it comes to the actual conversion factor. If you’re like most companies, you probably use a cocktail of metrics on a number of SM sites. Maybe you look closely at cost per lead, customer acquisitions, Brand Impressions Frequency or referral site traffic. This is all great data, but each one represents a sliver of the total SM activity. Trying to understand it all can be overwhelming and even misleading.

    The slippery slope

    If such metrics can take you down the wrong path, why are they in such high favor? Simply put, they’re easy to use, easy to access, and easy to understand because they mimic metrics which marketing pros already know. Plus, if you’re a marketer who needs to relate information to a CEO in 60 seconds, you go with what’s easiest to describe. Social media requires “flow media” because of its depth and what you really need to focus on instead of positional equity is relational equity.

    Comments matter more than likes, how often your company replies matters even more, and is the social sentiment of the company brand doing well? Quantitative measures are easy (shares, fans, likes), but qualitative measures (thank you messages, good shares, etc.) are more challenging and more important. Some companies are doing this right by engaging customers, sticking with good value and offering exclusive discounts; these are the companies you should be looking to for inspiration.

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