More Likes Than Friends – The Truth About Facebook Likes

Facebook_like_thumbWhat 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.

fb-edgerankSocial 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.

logo1There 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.

declineIf 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.

Advertisements

Buzzword #3: Engage

speech-bubble-mdEngage. Seems like a no brainer, doesn’t it? The point here is not that you engage your customer or fan base, but how you go about doing it. We’re used to the idea of social media accounts being private or personal, but it’s becoming abundantly clear that everything you say and write can potentially be seen by anyone and everyone. The latest example of how social media engagement can go horrifically and spectacularly wrong comes from Amy’s Baking Company, or ABC, as illustrated in ZDNet’s article. It’s also a perfect example of something going viral in the negative spectrum (see Buzzword #1: Viral).

The potential for negative engagement is great, but the external and visible aspect of  social media can be used to your advantage! These accounts are windows and keyholes into your company’s operations, and they are the primary way by which fans and customers look in. This means you have a great deal o control over what they see, hear, and read about you. You show your hand first, and they engage you in response. If you pay your cards right, they won’t even know it’s happening.

There should be an ease to your interactions. Go with the flow. Be knowledgeable and professional to show you’re an expert at what you’re promoting. Be casual to show you’re a real human being with shared interests. While it’s easy to see just names on a screen, it’s imperative that you treat all your visitors as real, genuine people. They are your guests when they come to your page. You are a teacher and a helpful guide to those with questions. You are a friend to those who love what you promote. And remember this well:

NO ONE IS YOUR ENEMY!

KindDo not argue, and do not be defensive, offensive, or confrontational. Always be courteous, even in the face of dissatisfaction. If things get heated, take it to PMs (private messages). A majority of people will engage you in private messaging if you take control of the situation by making PMs the only place where they will get a response – and that’s ultimately what we’re after in social media, isn’t it? A response!  But don’t let the term “private messages” override any lessons you’ve learned. Anyone who knows how to use the “Print Screen” button can reveal the full contents of your conversation, and that’s the kind of power you never want to relinquish to anyone. Private or not, always be kind to everyone!

So how can you actively engage your fan base? Well, if an interest exists, there’s a group dedicated to it in social media. Facebook has Groups, Twitter has #hashtags, and Reddit has subreddits. Find these groups and become an active member. See how other members of these groups interact with one another and follow suit. The best way to market yourself and your product or company is to be as enthusiastic as your fans. You appear more trustworthy if you’re not just someone who works for your company, but rather an enthusiast lucky enough to land a job with them.

Thanks for reading! Stay tuned for the next Buzzword!

Buzzword #1: Viral

Buzzword #2: Organic