If you are paying attention to your Facebook Business page, you may have noticed a “dip” in your fans. I like to call it a “purge” as Facebook has finally decided to help business page owners truly market to the fans they should be marketing to.
More than a week ago, Facebook announced this would start happening.
“There are two primary benefits to removing voluntarily deactivated and memorialized Facebook accounts from Pages’ like counts:
Business results: Removing inactive Facebook accounts from Page audience data gives businesses up-to-date insights on the people who actively follow their Page and makes it easier for businesses to find people like their followers through tools like lookalike audiences.
Consistency: We already filter out likes and comments generated by deactivated or memorialized accounts from individual Page posts, so this update keeps data consistent.”
This is probably one of the best actions Facebook could provide for businesses.
Fake likes or inactive accounts are worthless to your marketing efforts. We were posting messages and graphics and links that would go to NO ONE. I have spent countless hours manually purging “likes” for clients. I have had clients near 10,000 fans and when I audited them discovered more than half were likes from foreign countries, bought by unscrupulous marketing agencies or social media managers who are lazy and have no idea what matters.
Let me stress this to all of you: THE NUMBER OF LIKES ON YOUR PAGE DOES NOT MATTER! If you are approached by a “digital marketing expert” that promises you “tons of likes” on your Facebook page, run away…don’t walk. Hang up the phone and never speak to them again. The content you are providing for the customers you have or potential customers that see your message are more important than the actual likes on your page. Do they pay attention to your brand evangelists online? How will this “social media expert” engage with your fans? How often will they respond to comments or questions or reviews or posts to the page. Do they honestly think posting only promotional content for your business will help you in social?
Let me stress this to you as well: OVER-PROMOTION ON SOCIAL MEDIA WILL KILL YOUR BUSINESS. No one gets onto social media to be sold to. We don’t care what your specials at your restaurant every day. We don’t care about your weekend specials every weekend. We don’t care about “what’s new in the store” every week. What consumers do care about is how you are their “neighbor” and who you are as a person. Social media is branding…it’s not selling.
So…your page likes dropped.
Now, provide good content, or find people who will do that for you.