To be Liked is never enough…on Facebook
Almost every coffee shop has a Facebook page, which is tenderly posted to, with likes being a badge of honour, the more the better.
How many of us when asked how many followers we have on Facebook, are proud to say that we have hundreds or even thousands of followers of our business that we have carefully built up over the last few years. But do we understand what the value is in those followers?
Brian Boland from Facebook says “On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on.”
In practice this means that Facebook will filter what your fans see in their timeline and with so much competition, you are much less likely to appear on their timeline.
The days are long past where you could do a post on Facebook and it would appear on all your followers timelines. Nowadays because people on Facebook have so many more friends and follow so many more businesses, the number of posts they see from you are controlled by the Facebook machine so that perhaps only 6% of your fans will see a post from you.
So what is the point of getting people to like your business page if nobody is going to see what you are doing?
The compelling reason you should still concern yourself with how many likes you have is the ability this gives you when you want to advertise on Facebook. You can target your existing followers, their friends and if you have a Facebook tracking pixel, anyone who has recently visited your website. There are few other forms of advertising that are so targeted and easily measured or as cost effective as Facebook advertising.
The switched on coffee shops are using Facebook custom audiences to grow their own database too.
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