Happy Days are Here Again for Marketers who give a darn about quality before quantity, thanks to FACEBOOK’s recent innovations with its Timeline Page features. Once upon a time, advertisers and some business owners believed that large fan bases (“Likes”) meant success. Thanks goodness, that is no longer true with Facebook’s new focus of switching from “Likes” to engaging content as a true measure of striking it rich in the social media world.
For those of you who have changed your business pages over to the new Timeline design, you’ll notice that the “Likes” number is now one of the apps (formerly called tabs) on your page. These apps can move locations from being seen as one of the first four positions to say the eighth app on the second row. When logging on to the Page, only four are shown. You have to hit the arrow button to see the second and third row of apps. As a result, the number of Likes (meaning new “fans”) is not as prominent as before. Sure it’s still on the front page under the Timeline cover, but it’s not as bold as the older version on the left hand side. See Red Bull Facebook example below.
Facebook is emphasizing that the number of “Fan Likes” is not as important in generating reach, but rather its the number of people who are engaging with your posts either through liking, commenting or sharing that builds awareness. Facebook feels success lies in the number of people who “share” posts with their community. To them and well me, success lies in viral reach.
Take a look at this Red Bull post which is pinned. (“Pinning” is a new term to business pages – a pinned post stays in the top position on your Facebook wall for seven days.) But, look at the engagement numbers at the bottom.
Those numbers are sick for a post. Who wouldn’t want that!
It’s Marketing 101 really. If you were my client, here’s how I would advise you. Let’s say you represent a new software program for tax prep for example. You feel that you need at least 10,000 people to “Like” your page to be successful. So you go out and hire someone on Fiverr.com to give you 600+ Facebook fan likes on your page for $5. Sounds great right? Here’s where it is wrong. Who are you getting as fans? I can guarantee you that the people who like your page, if they really are humans which is doubtful, will never come back to your Page again. They are empty calories. I’d rather you organically grow your numbers with “true” fans of tax preparation materials. Those fans will share your content with their fans for you all share the same passion. Otherwise, by buying or using Facebook fan adder tools, there are loads out there, you are getting people who aren’t listening to your message and simply walking by your wall never to be seen or heard from again.
I always advise to go organic whenever possible – not only in what you eat, but in social media too.
I’m in the midst building my own personal Fan page, you can watch my evolution from the start now. Be sure to check it out and I promise I’ll do the same for your’s as well. I’m using it to test out some of the other innovations I’ve seen reported and as soon as I’m ready I’ll be sure to blog about it and share those ideas with you too.
REMEMBER IT IS QUALITY OVER QUANTITY THAT WINS OUT!