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Facebook Likes: Quality, Not Quantity

Facebook Likes: Quality, Not Quantity

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Likes created by fake accounts or people without real intent are bad for business.

While there are countless services that offer up Facebook likes, as a business owner and page manager, it’s important to understand that anything that doesn’t bring your page an authentic “fan”, won’t help you. In fact, it can hurt your business, and not just alter your statistics.

First, let’s be clear; What are “fake likes”?
Fake likes on Facebook (as well as followers on other social media pages,) are third party services offering likes from fake accounts, or people without real interest, by selling you a certain number of likes for a flat fee. Most of these services offer anywhere from 500 to tens of thousands of likes for a fairly low rate.

Where do these likes or followers come from?
There are four basic ways that fake likes are generated:

  • “Click Farms” in which users with real accounts on Facebook are paid to manually like specific Pages
  • Fake accounts that are created for the primary purpose of liking Pages
  • Self-compromised accounts in which a person voluntarily installs malware or gives up control of their personal account in order get more likes for their Page
  • Compromised accounts that have been unknowingly infected with malware, causing the accounts to like Pages without consent of the account owners

These services make their money by promising, and delivering, Facebook likes to Page owners and admins around the world who may not understand the negative results of purchasing these likes.

Focus on real business objectives, not just page likes.
Page likes are valuable, as they make your ads more visible. They give your business credibility on Facebook. However, having likes is not the end goal. Taking advantage of genuine Facebook likes, as well as using the objectives available in the Ad Manager, will help to drive in-store purchases, app downloads, and assist in building your customer base.

Don’t buy fake likes that will hurt your business long term.
While many Page admins think that fraudulent likes are a useful tool to increase the perception of how popular their Page is, the likes end up being detrimental to the Pages, business owners, and admins that purchase them. Few of these fraudulent likers continue to engage with a Page after liking it. While others do, if you’re a local business or offering a local service, the traffic and engagements from accounts across the country, or across the world, won’t reflect your business plan or goals.

Facebook takes into account Page and post engagement rates when deciding when Facebook Likes: Quality, Not Quantityand where to deliver a Page’s ads and content. So Pages with lower organic like counts are harming themselves, making it much harder and even more expensive, to reach the people they care about most. In cases of bought likes, your posts and advertising could be shown to people far outside of your targeted reach. This means that genuine fans are unlikely to see any of the content you post.

In order to understand your audience, and your customer base, it’s important to use Facebook’s likes and reach count. Targeting the proper audience to meet your goals becomes almost impossible when the people, and accounts, liking your page aren’t in your target demographic.

There are a few steps that you can take in order to make your Facebook page work for you.

Invite Relevant People
You may be tempted to invite all of your friends to like your Page. Be cautious with this, as many friends will like your page to be nice, and never interact with your content. Invite friends and family who may have an interest in your business.

Promote Your Page
Both online, and offline. Use your website, as well as other social media accounts, to invite potential customers to like your Facebook page. Feature your online content in your offline advertising; whether it’s signs, business cards, or testimonial questionnaires for existing clients.

Be Interesting and Provide “Value”
This should be high priority for you: What does your Page offer to visitors? It shouldn’t only be about promoting yourself. Value can be found in exclusive deals, providing information or tips from your industry, or even giveaways.

Remember that “easy” is not always “best“. Drive customers to your Facebook page, and ultimately your website and business, organically to see the best results and highest return of your time and advertising budget.