What if I told you I could get you a hundred followers on your Facebook page in under an hour? How about two hundred? Five hundred? Would you believe me if I told you I could get you 1000 followers, and you won’t even have to lift a finger? It’s true. But that’s not necessarily a good thing. This is called “Like Inflation”. While it forced social media industry to focus more on engagement, it has become a self-inflicted wound in the social strategies of companies who see large numbers of followers and likes as the bottom line.
It’s an easy trap to fall into. You are a small company or just someone who wants to launch a social media page or account in hopes of getting attention from potential fans and followers. The problem is that without a large following to begin with, you think people won’t take you seriously, or worse, fail to recognize the legitimacy of your page or company. So you reach out to a company or person who can guarantee thousands of likes and followers for a small sum of money. The truth is they can deliver on their promises. Most of these services come from India where, for a small fee, several workers will log in and out of thousands of accounts to add likes or followers to your social media accounts. More efficient “companies” will have computers set up to automate this process. Your accounts will explode with false popularity literally overnight! The problem is the aftermath.
Social networks have advanced algorithms, like Facebook’s EdgeRank, that determine the “worth” of your posts by measuring the quality and frequency of engagement with followers, fans, and communities. The more engagement you have on your accounts, the better your posts and ads will do on news feeds an ad space. With Like Inflation, your accounts are suddenly littered with thousands of dummy accounts that have no real history of engagement or even real people behind the accounts at all! They are profiles made by a single person or corporate entity for the express purpose of selling likes and followers to small businesses hoping to gain an edge over their competitors, or simply to give the impression of popularity. Now when it comes time to spend some money on actual advertising, a vast majority of the news feeds you reach belongs to these empty, personless accounts. By the numbers, you’ve reached THOUSANDS of people, but of those thousands, a tiny percentage will respond. To the algorithms, your dismal engagement rate makes your posts very unimportant, which diminishes your social media strategies. In short, a short term solution will become a deep hole from which you’ll have to work much harder to escape.
There are also online services like AddMeFast that advertise “Like Sharing”. You open an account and submit links from your social media pages that you want people to like or follow. By liking or following other users’ submitted links, you are granted points that act as currency, which you then spend when someone likes or follows the links you submitted. Users set the “cost” of their links between 1 and 10, and the higher point values are assigned greater priority. Sound like a great idea? Like and share with other active users – what harm can come of it? Well, it hardly stops anyone from creating dummy accounts simply to rack up points for their own links. And since any link can be submitted by anyone, you can even use “Like Inflation” to foil the social media strategies of your competitors. In my personal experience, services like AddMeFast are driven by selfish motivations, not active communities; there is no search function or filters for any of the links. They are randomly generated and serve no other function than being an AddMeFast ATM.
If you find yourself in such a hole, there are some ways you can reclaim a foothold over your social media influence. One such way is paid advertising. By targeting the interests of your intended followers and creating visually appealing ads, you can increase the popularity of your social media accounts and direct traffic to your sites and landing pages. However, it might be very costly to maintain this strategy considering the time it takes to gather enough active users. A less costly method is reaching out to your customer base through email marketing. Many of these people may already be followers, but it’s worth it to reach out to those who haven’t responded yet and give them a little nudge toward your online presence. Although you pay for the mass email service, this method might be the closest thing you have to significant organic reach.
At the end of the day, it’s tempting to turn to an easy fix for the lack of social media presence, but they are short term solutions. Very short term. The whole point of social media marketing, the very essence of it is to be SOCIAL. Injecting fake accounts into your social pages is the same as filling an auditorium with mannequins for a lecture, then wondering why no one’s responding. You’re perfectly free to do it, but it will be a detriment in the long run.