Social Media Marketing December 26th, 2014
I’ve been tempted myself to act on that Ad claiming to offer me a thousand FB likes today. When you ask the experts, there seems to be various opinions as to whether it is OK to buy Facebook Likes. However, the overwhelming majority of us seem to look down on the practice for a variety of reasons. There is definitely a huge market for “fake likes”. In fact, it generates millions of dollars in revenue for the parties selling them. The question now is whether there is a real benefit to pages that buy them?
Of course having a thousand likes or so on your page looks much more impressive to a first time prospect than seeing something like 12 or 15 people, who are probably your good friends and family. However, isn’t the main reason for promoting yourself on social media to create a buzz and publish activity that will lead to more sales? I wouldn’t recommend any company not to put a focus on social, but I speak with many thriving businesses that unfortunately have neglected their social media. In the end, buying likes have had minimal impact on businesses’ ability to look credible and run successfully.
The consensus seems to be the same across professional opinions. With any type of online marketing you want to aim on increasing targeted traffic and the whole point of having a FB follower is so that they will get your posts showing on their activity feed. If what they see doesn’t speak to them, then guess what they are likely to do? There is a good chance that they will unlike or un-follow you within a short period of time. What you really want is people who are already interested in what you offer. This way, conversions will be much higher.
Some people have chimed in to say that the only positive aspect of buying likes is that the activity will be recognized by Google and will improve your SEO. However, it won’t actually help you rank better on Google as this type of social activity is not a major ranking factor.
In fact, what happens is a negative effect on your Facebook Reach. Bought likes get added very quickly, often over 24 hours or so. These new fans typically do not visit your page beyond that initial instance. When you buy likes, you’re actually decreasing the likelihood that your actual fans will see your posts because now the pool of potential fans is much larger. Since Facebook doesn’t show your posts to everybody, if you buy likes, it will now show them to dead accounts instead of your actual fans!
With your Facebook reach and possibility of your great content reaching to actual fans significantly decreasing, your online visibility is reduced, then this can negatively impact your business.
The proper approach to building your community on Facebook in a way that will positively impact your business is to always try targeting relevant traffic. You can customize your target audience through post targeting or limiting your posts’ audience. Some other basic recommendations include keeping the page active with posts that not only present information, but that also entices engagement by your audience. If you need to speed things up in order to improve your image, consider putting a small investment into promoted posts and Facebook Ads.
You can run a “Like Building” campaign using Facebook Ads in order to:
If managing social channels is not something you are skilled at or if you simply do not have the time, then getting a company who is both qualified and experienced in this area will save you a lot of time and money. However, if you are managing your own social channels, consider some of the disadvantages of buying likes before making that step.