Have you noticed that your Facebook Page Likes have dropped a bit lately? If you haven't yet, you just might in the coming weeks.
In marketing (online and offline), we use data to communicate the progress we've made in our marketing efforts. We measure where we were, where we are, and set goals of where we want to be, so that we can evaluate the ROI (return on investment) of our marketing spend. That then allows us to tweak and hone our efforts to get a better return or result. A business should always be tweaking their marketing strategy, evenif those tweaks are minor.
Case of the Disappearing Likes
(If you aren't using data, you should be. We can chat about that later.)
Making Likes More Meaningful
(Say THAT 5 times fast. ;) )
One of the most common pieces of data that many agencies measure in regards to Social Media is Facebook Likes. Just over a week ago, Facebook announced that they were going to Make Page Likes More Meaningful.
Facebook announced that they are going to remove "memorialized and voluntarily deactivated accounts from Pages' like counts." They say that this change will ensure "that data on Facebook is consistent and up-to-date."
We agree. Having inactive likes removed from your Page will ensure that what you're seeing on your Insights page will be more accurate. And, an added benefit to that is that your engagment level will go up.
The Numbers
For example, let's say you have 804 likes on your page, but only 50 or so are engaging (likes, comments or shares) via organic reach (roughly 6.2%). Facebook does their like clean-up, and BAM, you are down to 728 likes. BUT.... those 50 or so? They are still engaging with your page! So your engagement level is now more accurate, at a happy little 6.9%. That might not seem like a lot, but when Facebook's algorithm chooses content to place in users' feeds, it is partly based on that little percentage number... so the higher that percentage gets, the more organic reach you will get.
(Well, theoretically - because no one REALLY understands the Facebook Algorithm.)
Don't Sweat The Small Stuff
You might be worried - don't be. And it may be a shock - especially if your page has been around awhile - you may see a fair chunk disappear. But the most important thing about Social Media is ENGAGEMENT. Social Media is a channel for you as a business to engage with your audience: your customers, your fans, anyone who wants to know about what you are doing in your business.
Yes, your numbers matter, they help you to measure your progress. But at the end of the day, if those numbers aren't quality numbers, then you don't want them - because it isn't an accurate depiction of your progress, nor will it help your organic reach at all. Empty likes don't equal worthwhile engagement.
Have you noticed a drop in your Facebook Page Likes? How do you feel about this change? Let me know in the comments!
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