I often hear from young companies that they want a lot of likes on their Facebook Page in a hurry, so that they look like a big established company. And while I understand the sentiment, I still try to help companies understand that in the overall picture of their social media goals of engagement and brand awareness, smaller is often better.
Well first, let’s talk about the whole engagement thing. We know that only 2-3% of your fans see your Page posts now in the News Feed. Are these fans that care about your content? Or just random fans that you collected through contests, etc. (Let’s be honest, they were in it for the stuff, not because they were going to buy anything from you.) Which group is most likely to engage with your content and follow it through with a desired action (purchase/join, etc.)? Of course it’s the fans that Liked your Page because they LIKE you, not just because they wanted to win something (or even worse, because their like was purchased through dubious means.) When you inflate your likes, you dilute the impact of your content.
And when you want to increase the overall reach of your content, you can pay for that through ads. Targeted ads that reach people who are most likely to be interested in what you have to offer. At that point, the number of Likes on your Page don’t have anything to do with who sees your post (unless you target Friends of Fans, but that’s another topic altogether.)
Bottom line, if you want the right people to see your content, you are better off with a smaller base that actually cares about what you post.
And here’s the second piece. When was the last time you actually checked how many likes a company’s Facebook Page had? I know I never do, and neither do a lot of people. Likes don’t equal legitimacy in my book. I’m a whole lot more interested in people’s experiences with a company than in the number of likes it has gained on Facebook.
So the next time you’re tempted to think that you need a lot of Likes on Facebook to be taken seriously, think again. You are MUCH better off having a solid core of people that actually care about what you post, and actually engage with your content, than a whole lot of people that Like you once and you never see them again.
What’s your feeling on Page Likes? Do you care how many likes a company has? Does it affect in any way your decision to do business with them? Would love to read your thoughts in the comments!