Facebook LIKES: Quality, not Quantity

The popularity of the LIKE button cannot be overlooked. Over 50 million Facebook users LIKE a brand page every day. It's a part of pop culture. People even buy T-Shirts with the button on it...

So when Facebook opened up their service to allow social plugins, it was no surprise that over 100,000 websites/brands added the LIKE button in less than 1 month. Now, the button is everywhere...

Marketing Managers are obsessed about the number of LIKES their brand page has. They will run campaigns based solely on getting the number of LIKES up, without really thinking about how an increase in LIKES will really impact the business. This leads to brands creating content geared at getting forcing a a user to LIKE their brand...instead of leaving it up to the user to choose whether they really want to start a social relationship with the brand. These "cheap" LIKES lead to users clicking the LIKE button, but never returning, or even going back to UNLIKE the brand after they've consumed the content or entered the competition. Brands need to worry less about the number of LIKES they have and instead worry about the quality of the individual LIKE; i.e. quality, not quantity, is the key to generating a community that truly LIKES LOVES the brand. An active Facebook user who carefully selects only 10 brands to like is much more valuable than a user who LIKES every single brand they stumble across, and who's feed is clogged up with brands vying for their attention.

It Feels Amazing To Be Liked!

A brand's Facebook community of 1,000, who are actively engaged and getting huge impression rates, is much more valuable than a community of 10,000 who ignore everything the brand does.

The answer?

  • Instead of thinking about a one off campaign to increase likes, generate a long-term plan for engaging the community, and stick to it.
  • Work out who is posting the content, what type of content they are posting, how often they will post it and what tone/personlity they are using when they do post it.
  • Pre-plan posts and activity for 30 to 90 days, and be sure to consider peak times, timezones, staff availability, holidays, etc
  • Plan regular activity and promotions; i.e. 12 small monthly promotions, instead of 1 big yearly promotion. Brands need consistent ongoing engagement, not 1 major spike in activity and a ghost town for the rest of the year.
  • Aim to have the brand's target audience LIKE the brand, not just everyone. Once again, a strong community of 1,000 from the target audience is more valuable than 10,000 people who sit outside the target.
  • Be prepared to adapt and change the activity/content, based on the community's feedback and responses. Be dynamic!

Chris Gander


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