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Following is a post from one of our global Facebook experts:
Do You Know Who Likes Your Facebook Page?
You may have seen the following YouTube video doing the rounds this week from Veritasium, claiming that Facebook advertising is too susceptible to fraud and therefore should not be part of your digital marketing strategy.
There’s no arguing it’s a compelling argument and raises thought provoking questions over audience targeting. However, it only focuses on the issue of building a large, unengaged audience base. The real question is why anyone would want to do that.
If you run a Facebook page for your company you may view Facebook “likes” as a numerical way of displaying the brands popularity. For example, if you are Mulberry and have over 250,000 likes you may compare yourself to Chanel with over 11 million “likes”.
However, this is really a vanity metric, the truly meaningful statistics are all about engagement; there is a big question mark over how many of the people who “liked” your page actually engage with your posts.
The video addresses three main points. Firstly, the “Virtual Bagel Experiment”: which was an experiment set up by BBC journalist Rory-Cellan Jones in 2012. He set up a Facebook page with no value, to see how many Facebook likes it would receive. $100 later, the page had over 3,000 fans. In effect, 3,000 people liked a non-existent product on a page which little information (it now has 16 ratings and 3 people checked-in!), suggesting there were totally valueless likes.
Secondly, the author in the video decided to spend a Facebook coupon on promoting his own page. His fans rose from 2,000 to over 100,000 and rather than noticing an increase in engagements on his posts, there was an apparent decline. He pointed out an estimated 75% of his fans came from developing countries.
Finally, the author created a page with an image of a cat and spend $25 promoting it. This resulted in over 200 fans and when he sent out a new post, it reached 8 people but no one engaged.
What do we think?
Targeting is essential. Why would you target countries with high levels of Click Farm activity?
Facebook page managers need to be educated on how to use Facebook effectively. Facebook is a very strong marketing and branding tool for your business, if utilised in the right way.
The first step is to create a page with highly relevant and interesting information on your company.
The second step is to target and capture the most relevant audience to you. You should understand your target demographic from your web analytics and understanding your customers to be able to target by age group, gender and interests.
Lastly, don’t purchase “likes” just to keep up with the competition. In the short term, your company profile may look popular and interesting. In the long term, you spend a fortune on ads which are reaching users who simply aren’t engaging.
The onus is on Facebook page managers to target the most relevant audience and create content that maximises ongoing engagements.
With Facebook ads becoming more expensive due to increased competition, it is important to “clean-up” your page and don’t continue to pay for “likes” from disengaged users. Facebook has proven to be a very worthwhile and effective marketing tool for many, and their reported revenue of $2.32 billion for Q4 2013highlights how many brands are getting return on investment from their endeavours.