Are More Facebook Likes Better for Business? 3

Recently a client asked what I thought about the businesses on Facebook who seem to be obsessed with boosting the number of “likes” of their business page… and here’s my two-cents:

Boosting your numbers and trying to prove how popular you are is just like old-school “blast and pray” advertising. You blast as much “stuff” into the universe as possible and pray something sticks and someone will buy. And we all know where old-school tactics got us; broke and customer-less, right?

Popular on Facebook good marketingSo here’s the thing: like ANY marketing, our goal is to attract the right people – people who are potential clients or can refer them, right? We don’t market to just anybody any more, we’re way beyond that. We’re smarter and have better tools. Do you want a million ‘anybodies’ to “like”, “follow”, “add” or “friend” you? Or fewer  people who are genuine prospects who might actually buy from you?

Think about it: If you’re a company that sells Social Media Services to small business owners do you really want grandmas, teenagers and die-hard 9-5ers as your “fans”? Sure, a few of them may know “someone”… but is that really where you want to spend your time and resources? And do these people really want to read what you have to post? Probably not – and 99% of them will end up blocking or ignoring you. So why in the world would you want to campaign to attract a gazillion of the “wrong” people?

As with most things in life – and especially marketing – I’ll take quality over quantity any day. I want fans, friends, and followers who are actually interested in the content I post, and will engage with me – and maybe even buy something or refer someone to me some day – not block or ignore me.

So instead of measuring your success by the number of “likes” your page has, I’d measure engagement. How often do people comment on your posts? How many different people comment? Are they the types of people you’d like to do business with?  If not, then it might be more worthwhile to focus on attracting and recruiting those you want to do business with, rather than just “anybody who.”

Do you have a Facebook story or tip you’d like to share?  We’d love to hear them!

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  • http://www.karinaguerra.org Karina

    I think that what is important to understand about FB is the viral properties of the likes and more importantly (as you indicate) of the Social Engagement. Every time someone makes a comment on your FB business page it goes viral and all the ‘friends’ of the person that makes a comment get to know about your business. For me it has been an interesting journey, I have a very succesful page on FB for women who speak Spanish with great engagement but my Facebook page in English with the same nice has not achieved the same results. Is it a cultural issue?

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  • http://www.FortuneMarketingCompany.com Carolyn Higgins

    HI Karina,

    Thank you for your comment. It’s very interesting that your Spanish version has done better than the English version… It could be that the Spanish version hit your target market and resonates with who you are trying to reach vs. the English page. It’s a great example of knowing your target marketing and finding what they respond to. Good cast study!

    I wish you the best, thanks for reading and taking the time to comment!
    -Carolyn Higgins
    Fortune Marketing Company

  • http://business.likenet.ca/ Dan Tomlinson

    Hey Carolyn,

    There are services out there that allow businesses to target demographics by location (down to city level), age and gender on Facebook. Feel free to look at our site
    http://business.likenet.ca/

    I think we’ve managed to address the concerns of the article with our program. (At the moment we’re Canadian only).

About the Author Carolyn Higgins is the President and founder of Fortune Marketing Company. You can follow her on Google+. Read more »

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