Are Facebook ‘likes’ relevant? Uh...not so much.

If you’re using Facebook to expand the reach of your brand, there’s no way you can escape the FREE insights tool built into the channel, which gives you access to the performance intricacies of your brand page. But in order to take full advantage of Facebook Analytics, you’ll need to understand what it’s actually telling you – which means working your way through a stack of social media marketing jargon. If this is exploding your brain just a little, never fret; we’re here to help!

Let’s break it down:

Specifically, Facebook tracks three important measurements:

  • Page likes: How many people liked your page (over an allocated time frame).

  • Post reach: How many people saw all the content you posted (over an allocated time frame).

  • Engagement: How many people liked, shared, or commented on your posts (over an allocated time frame).

The most ‘in your face’ of these three metrics is ‘likes’ – they’re obvious; we see that little thumb poking up on our pages and posts and we feel all warm and fuzzy – we feel validated. But what does someone liking your Facebook page or your social media post actually mean (without getting all philosophical about it) in terms of developing your social media strategy?

Firstly – it’s important to note that Facebook likes don’t matter as much as they used to. Sure, they offer ‘social proof’ on the face of it but the reality is that algorithm changes over the last few years have devalued the credibility of the Facebook like – it is, after all, simply the click of a button.

In an article exploring the value of Facebook likes in a business context, Social Media Today cites a study that reveals only 1 per cent of users who like a brand on Facebook will actually visit that brand’s Facebook Page. Since Facebook users spend almost all their time in the news feed, banking on Page likes to drive business results is superfluous. Rather than disappointing, actually, the de-value of the like can be quite liberating – the fact that brands no longer need to rely on building Page likes to have a community with which to serve content. In fact, brands can now totally bypass counting likes and focus on other value-driven business metrics.

Rather than building up your ‘likes’ bank on Facebook (often referred to as a ‘vanity metric’), why not focus on driving traffic to your website or creating brand awareness through targeted content? Engagement, still a solid key performance indicator, is a good way to keep track of how well your social strategy is working!

If you’d like to learn more about how to develop your social strategy into something awesome (or would like tips on reporting), we know how to do this! CALL US! We’re always ready for a chat.

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