Why Facebook Likes Don’t Actually Matter

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I’ve noticed more and more small to medium business start some type of online marketing, while it’s a step in the right direction the problem is that most business owners are requesting people to get them ‘Facebook Likes’ as a measure of traffic and revenue.

This is completely inaccurate and the wrong way to be promoting your business, especially if you want your audience to actually buy anything from you.

These days ‘Facebook Likes’ are not even an accurate measurement of how popular your brand or content is on Facebook. We’ve done an exercise to prove this and created a fake page, over 1 week we now have 3.4k ‘Facebook Likes’ yet not a single person enquiring about the products and services.

There are a number of reasons for this and we will talk about these below.

Investing funds into ‘Facebook Likes’ is a waste of time and money when you could be investing in promoting the business, the business website, and its products and services. You want to be promoting something you own and control.

Imagine spending $3000 in obtaining Facebook Likes and driving traffic to your Facebook Page, only to find out the next day your page has been banned or even worse Facebook becomes seriously unpopular. It really is money down the drain. You don’t even own the customer data at the end of all of this.

Users who like your page may never engage with the content.

It’s easy for a Facebook user to like your page, but it’s far less likely that they will see the content you posted, let alone interact with it and visit your business Facebook page.

According to a study cited by SocialSamosa, only 1% of users who like a business page will visit that brand’s Facebook page.

Let’s apply that statistic to a hypothetical situation. Pretend that you acquire 1000 new likes to your business Facebook page! Once you sit down after your happy dance, you wait for the conversions to start rolling in, and revenue to start ramping up.

What do those 1,000 new likers do? 990 of them don’t do anything. Ten of them visit your page. And what do they do on your page? Maybe click around a little bit. Then what? Is it worth it?

Facebook likes are not correlated with more business or more engagement.

One social media analyst crunched the numbers of Facebook page “fans” vs. “talking about.” You can find out these numbers yourself by going to a business Facebook page and clicking on the number of fans.

His goal was to determine if more fans automatically meant higher levels of engagement.

What he concluded was that the mere number of likes was only a facade. The real metric to pay attention to is not the number of likes, but the number of people “talking about this.” Engagement is more valuable than the off chance of a few impressions (“organic reach” in Facebook parlance).

The good thing about engagement is that it’s free. You can engage with your fans without having to pay more to promote your posts. The real value of a Facebook community is not its actual size, but the value derived from engagement.

Facebook likes don’t mean that you’ll get better quality business.

Facebook fans have a limited possibility of bringing in more business. But if they do, there’s a question as to the quality of their clientele. Not all fans or likes are worth having, believe it or not.

It’s easy to confuse quantity with quality, but as any e-commerce business person knows, the two are not the same. In the world of Facebook likes, one must be especially aware.

Delete your Facebook page and get more fans?

When Eat24 famously deleted their Facebook page, they axed 70,000 fans from their company’s digital presence. What did it do business?

Business grew. The week that they killed the Facebook page, they decided it “was the best marketing move we made all year.” Besides making national headlines, they also saved all that money on wasted Facebook spending. Plus, according to Matthew Barby, they somehow experienced a 75% increase in app downloads.

The cost of acquiring a fan and promoting content just isn’t worth it.

Matthew Barby explains how he shifted his Facebook strategy because of the failing impact of more likes.

At one point, he was boosting engagement levels by allocating his Facebook budget towards acquiring new fans. New fans boosted engagement levels and brought in new conversions.

Now? That’s not working for him.

I’ve found that once I bring in a new fan to my Facebook page, it’s becoming more and more difficult to reach them. Whilst they engage more than non-fans, I have to spend twice as much just to get my content in front of them in the first place. It begs the question: is the cost of acquiring a fan and getting them to engage less than the cost of getting a non-fan to engage? A year ago, the answer to this question was yes. In most cases now, that answer is no.

Lastly, I read something that made me laugh. Buy Likes, Get More Visibility, Increase Credibility. Buying LIKES does not get you more visibility and it certainly does not give you any credibility.

A Facebook Page without a good web presence and reviews on multiple sites but have a lot of Facebook LIKES is very fishy.

So how should you market?

  • Don’t use Facebook as your primary audience.
    If you depend on Facebook or any social network as your primary audience, you’re making a huge mistake.
  • If you are going to spend money on marketing make it a lasting result, and promote something you own and control.
    Driving traffic to your own website is a perfect example where you are not continuously shelling out money to drive traffic and you are not running the risk that your page will not be available tomorrow.
  • Build up a mailing list by getting site visitors to subscribe to a newsletter. You now own your data and can promote your business, products and services at little to no cost
  • Publish and take an active role in reviews. People who want to buy will be looking at reviews left by others. They don’t care about LIKES, but they do care about positive reviews.
  • Don’t buy FAKE LIKES and Don’t buy FAKE TRAFFIC. It’s cheap and does nothing for you. Fake Likes and Fake traffic are just bots on a computer who have no intention or ability to buy anything. It does not help your overall revenue line.
  • If you are going to advertise on Facebook, drive traffic to your own website and not your Facebook Page
  • Invest in good SEO. Ensure your website ranks well with Google and Bing
  • Invest in Google Adwords and help ensure your website appears on the first page where eyes are looking.

I’ve operated a lot of business in the past, all of them have had zero Facebook presence and all have performed very well. If your Facebook page acts as a complaint channel then delete your facebook page.

Author’s Bio
Chet Carter is an Professional Journalist of 25 years, but has worked with a range of businesses giving him in-depth understanding of many different industries.

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