I get this quite a lot recently from some of my friends who are marketers and business owners, they will say, “Facebook is useless, I have 5,000 likes on my business Facebook page and yet my business ain’t moving.”
But a few of them will say, “Facebook page likes does matter, ever since I set up my Facebook page, market it on Facebook and started to create interesting posts around my brand, sales keep coming in everyday.”
So who is right and who is wrong?
Well, the small group of companies who gets better business from Facebook are the ones who are doing the things right; while the other bigger majority is doing otherwise.
Sad to say, this phenomenon will still keep on going.
Myth #1: The More Facebook Page Likes You Have, the Better Your Business will Be
This is what most social media gurus will tell you,
“Get into Facebook, increase your page likes, create buzz and then your brand will become famous.”
Business owners and marketers are so driven by the number and they will do whatever it takes to increase that; they will buy likes or spend tens of thousands dollars every month on “creative” Facebook advertising campaign just to get as many people as possible to like their page. Most of them somehow contracted an addiction, known as the Like Thirst.
Myth #2: Facebook Page Likes is the Measurement of Your Social Media Success
Some social media agents will also tell you that the brand with the most number of Facebook likes, is the most successful brand on social media. So, they would want you to increase as many likes as possible through their massive likes campaign, online and offline; so that one fine day, you would have lots of page likes on Facebook and your business will become the top brand in the world.
Busting the Myth
Sad to say, the myths mentioned above are not really true in reality; the more Facebook Page likes you have, may not mean that your social media is a success nor will your business soar.
We got to see beyond these myths; what is more important and critical to your social media success will be the 3 following factors:
1) Quality of Your Page Likes
Focus on quality over quantity. Say if you are in the car business, your potential buying market should be working adults who have valid driving licenses. Your qualified likes should be this group of Facebook users. You should avoid spending too much marketing money on targeting non-qualified likes such as teenagers and kids on Facebook.
The more “off target” your Facebook advertising campaign is, the less quality your Facebook page will become. While the more “on target” you are, the better quality your Facebook page will be.
2) Strong Themed Content
The content of your Facebook page is vital. Your page content need to focus on a strong theme. If you are selling cakes, then all your posts, cover page, videos and pictures should be related to cakes. If you are into travelling, then your page should be all about travelling.
Have a strong themed content, will make other people perceived your brand as an expert in your industry; people will feel good returning to your page to look for advice on things pertaining to your products and services.
Most successful Facebook pages have strong themed content; and likewise, pages with a lot of likes but without strong themed content, will not become successful on social media. This is because consumers online are often confused about exactly what your brand is trying to tell them. I see some local Facebook pages of home furnishings brands, posting irrelevant stuffs like funny animals pictures, sweets, dance videos, travel pictures, inspirational quotes and poems to their fans. Without them knowing, these irrelevant posts can greatly reduce their brand credibility.
3) Return on Investment
Social media campaign can be fun and engaging, but we also need to see from a business point of view, whether there are positive return on investment or not. With a clear business goal, we will therefore be able to come out with realistic Facebook marketing and branding strategies in order to create increasing profits in the long run.
Hence, Facebook is Not Useless
We should not say Facebook is useless if it does not generate income to our business. We need to look into ourselves. Whether are focusing on getting quality page likes, whether we have a strong themed content and whether we have a business perspective or not, when we create our Facebook page. Facebook, Twitter, Linkedin, Pinterest and other social media platforms are merely tools for our business to reach and interact with a bigger audience.
It can be useful if we do the things right, while it can also be not useful, if we do the things incorrectly.