I’m in the process of publishing my own Facebook page and the zero page likes appearing on the right-hand side is a reminder of the importance of attracting hundreds…thousands of Facebook likes to get noticed. Or is it that important?
No doubt if you’ve trawled the web for Facebook news in the last year you would have seen scary headlines hailing the end of organic reach and the death of Facebook pages for business. Dun dun duuuunnn!
However there is a method to Zuckerberg’s madness. Like food, it’s not the quantity but the quality that matters. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on. Plus, it gets more complicated because page managers won’t know the exact number of friends or liked pages their followers – or potential followers – will have (think privacy reasons and sheer time to find this out!), so it’s futile to solely focus on increasing your page likes or focus on the lack of them.
I’m not saying Facebook likes aren’t important, on the contrary – quality likes are what you should be aiming for.
With Facebook’s EdgeRank algorithm it serves news that people want to see. So, rather than going to a restaurant and getting food you didn’t order, the waiter (Facebook) serves you food (news) you ordered (pages/content you Liked or interacted with).
This makes for a happy customer…and a happy restaurant (page) because more than likely you will be repeat business (future engagement with the page).
What you need to know
The key takeaway here is to focus on attracting relevant audience. The more relevant your audience, the greater cut-through you will achieve, and this applies to social media and your overall marketing efforts.
Sure Facebook is a pay to play model, but that doesn’t mean you can’t be strategic about it. Define your customer, become familiar with them and target ads accordingly. Like most things in the digital world it’s an agile approach – test and learn with different content and targeting filters.
I’m there with you, testing my own content with my relevant audience. You are not alone !
Until we meet at the same restaurant again ;0)