Can a Facebook “Like” Hurt Your Business?
I have noticed a disturbing trend occurring with Facebook business pages that I thought would be worth addressing. The trend? Promoting your page in a non-targeted way via a Facebook promotion that is focuses on getting your page more likes. You may think: More likes? That sounds like a good thing! Why would Patric have an issue with that? The truth is the accumulation of non-relevant likes has the potential to hurt your business visibility on Facebook.
This is sort of complicated, but I will try to explain this without boring anyone. Facebook understands that their users are being bombarded with posts on their news feeds as friends lists have grown and they have liked more pages. As a result, the user experience has been declining because there are too many posts to wade through. Facebook has a desire to keep their users happy and deliver the best user experience, so to fix this issue, they have made some changes. These changes were made in an effort allow each user only to see the stream of posts most relevant to them.
This is a moving target that Facebook is trying to hit, so they have come up with complicated algorithms in order to determine the data each user values most. One of the things these algorithms do is “test post” for lack of a better word. For example, you just out a new post on your business page and let’s say you have 1000 likes for your page. Facebook will only show your new post to 50 to 100 of the people who like your page and then measure their engagement with the post. If there is little or no engagement from those initial 50 to 100, the other 900 people that have liked your page will never even see the post. Essentially, Facebook’s algorithms determine the content is not interesting and ceases to show it to any additional users’ streams, even if they like your page. So, that new post you created may have only been seen by 50 of the 1000 people that like your page.
Now, if the post gets positive engagement, it will show up to another 100 people. If the post continues to get engagement, they will continue to show it to more and more people until, potentially, all of the people that have liked your page actually see it. So, it is important for the people who like your page to click, like, share, etc., as their engagement will dictate how visible your posts become.
Back to the original point. If you have built a bunch of people who like your page but aren’t invested in the information you provide, when you publish your post, it will get little engagement and will be “sidelined.” It’s possible that a page with only 300 likes that puts out very relevant posts and has engaged people who like it may get more post views than the page with 1000 likes. This is based on Facebook’s continual attempt to serve up posts to the appropriate amount of people people based on engagement with the “test post.” Simple put: The better the engagement, the more your post will spread. The lower the engagement, the less it will.
Hopefully this helps you understand that it is not in your favor to acquire non-engaged likes, as they actually stifle the visibility of your future Facebook posts. It’s time you focus your efforts on gaining relevant likes that will help your business and stay away from this short-cut that will actually hurt you in the long-term.