Businesses have this fascination with having a ton of “Likes” on Facebook and often they dictate their entire social media strategy around that one number. Well, today I’m here to tell you that that is one of the last numbers you should hang your hat on. Social media is so much more than the number of followers on Facebook and here’s why:
- Facebook Changes Things Constantly: Have you ever noticed that every few months, Facebook changes their look, or their algorithm determining how many people see your posts? Yea, that’s right. It has gone down significantly since the advent of Facebook business pages. You may have 1000 Likes on your page, but only 10-30% may ever see your posts. There’s also strategy to the type of post, engagement on the post, and timing to determine how easy it is for your followers to see what you’re posting. If Facebook is consistently changing things, why bank everything on that one metric?
- Facebook Reach Is More Valuable: Who cares if you have 300 vs. 1000 Likes on your page? If you have no reach, then you’re just talking a lot and no one is listening. However, if your page with 300 followers has a viral post that causes a lot of commenting and sharing, you could feasibly see a “reach” of 2-5 times your page Likes.* The exponential reach of a viral post is better than reach a measly percentage of your current followers. Plus, that exponential reach is NEW people being exposed to your brand and message!
- Facebook Business Pages are not the only thing out there! This is kind of a given, but think about it for a second. There are a ton of big players out there like Twitter, Instagram, LinkedIn, and Google+ where you can spread your message. Not only that, but you have a personal Facebook profile and other Facebook groups to embrace that don’t limit you like the Facebook Business Page algorithms do. A savvy social media strategist can help you determine ways to maximize your efforts without relying solely on the “Likes” of your business page. (and hey, we actually know a few savvy folks!). If you’re banking your social media worth on “Likes” alone, then you’re missing the boat!
So, should I give up Facebook Business Pages completely? Absolutely not! Facebook business pages are an integral part of most social media strategies. Did you notice that? I said “part”. It’s part of a bigger social media picture for brands, not the entire picture. Facebook pages also provide valuable information and landing space that today’s culture expects. Taking a diversified, customized, and strategic approach to your social media strategy is essential for success. That may look entirely different for each brand, but it’s vital in today’s world that you have a diversified strategy!
*Based on experience we’ve seen with Tintero Creative clients in the past year.