Are More Facebook Likes Better for Business? Carolyn Higgins from BPlans says:
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?
So 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.”
I believe that whatever it is that you get, likes or social engagement is okay. My point is that small business owners may lose focus and stop concentrating on other important things of their business because they become obsessed with the Facebook trend. Facebook is only one more thing for your business and you should not forget about all the other different ways of marketing, product development, accounts, etc. what can be more relevant for your overall business than how good your Facebook page goes.
I spend a lot of time checking Facebook pages of many different kinds of businesses (large organisation and small businesses) and there are so many businesses that do not have any Facebook strategy and are still successful. The world existed and coped very well for ages without the social network. Why would it be essential today?
It is a good tool but not the only reason for a business to exist. I’d rather say: concentrate on following your business plan and achieve the result that your business needs to survive, get new clients and make money. (Of course Facebook can be one of those ways to get new clients too!)