So we like to talk about facebook. We believe that it needs to be a part of everyone’s marketing plan. Whether you are posting from your personal account about your stuff or from a product or entertainment page you need to cash in on that larger audience. If you are already active on twitter or instagram you can have those posts automatically added to your facebook feed. A good start if nothing else.
But this post is about facebook likes and the bad and good effect. Yes that’s right, a like on a page can be a very bad thing. Just to be clear a like on a post is almost if not always a great thing! However, a like on a PAGE can destroy your pages integrity with your audience and with facebook’s algorithm.
Here is the deal. If someone likes a page but never interacts with it that means they at one point pressed the like button and then didn’t care enough to ever do anything else again. Likes are cheap but actually engaging is priceless. Facebook knows this and your audience knows this. So when Facebook notices that no one is engaging with your product they don’t show your product to your audience. It is how Facebook makes an enjoyable experience. Things you engage with show up things you don’t care about dissapear.
This makes sense but here is where it can have damaging effect: if people aren’t engaging in your product facebook not only hides your posts to them but it also hides it from everyone else. Why bother promoting something that no one cares about. And when people see that you have thousands of page like but only 10 post likes they can tell that you have an inflated number as well and won’t put the time into checking your stuff out.
The solution? Make stuff worth “liking”. You will need to ask your audience how to do this specifically for them and I recommend a book called “Ask” if you have no idea where to start. Actually you can always learn more so even if you have a good handle on it you might want to give it a read. (If you use our amazon link to purchase you will support us but you don’t need to. I still recommend it!)
Here are my tips for a good general start:
- Great pictures
- Interesting quotes
- Facts about your product or related things
- Pretty and shareable videos
All of these things should be related to your product.
But this is the most important thing. DO NOT PURCHASE PAGE LIKES. Facebook ads can be and might be the most effective way to advertise ever but only advertise POST likes when you advertise for the sake of likes.
Below is some more on the topic including a breakdown of facebook’s algorithm.
One of my favorite videos on LIKES by Veritasium:
If you are interested in purchasing visability you should check out this post:
Facebook Custom Audiences
Here is a link that you can really nerd out with on how the ranking is working today with some promising features that facebook added called “Story Bumping” which has help increase visibility of things you have not seen and hide posts you already saw.
Edgerank is Dead