What's in a "like"? Not Much

While marketers have been preaching this for some time,  it is interesting to hear someone on the revenue generating side of Facebook, encourage brands to see beyond "likes".  At the most recent Social Media World Forum in London, David Parfect, the group head of agency sales at Facebook, essentially made the case for why fan engagement is far more important than a simple, passive "like".

I have seen varying statistics, but the consensus is that 4/5 people who "like" a fan page, never come back.  Many campaigns focus on accruing as many "Likes" as possible, and target all their efforts on getting people to click "like". Of course with no plan to engage with them after they have become a fan, many brands are seeing that massive number of "Fans" on Facebook does little to help the bottom line. With Facebook preaching the merits of fan quality over quantity, I think we might hopefully start to see a shift in the way these campaigns are conducted.

So to all the marketers out there, breathe a sigh of relief and keep up the good fight. The truth is out there. Find ways to get fans engaged, no more resting on the likes of yesterday.

*Click here for another great article that explores this more

 

[image error]