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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

FB Insights don’t measure quality – Part 3

Consumed => “How to Effectively Communicate With People Who ‘Like’ Your Brand” on Gupta Media.

I’m not sure who Gupta Media is exactly. Nor am I sure about how thorough they were in this conducting this study. But for the moment that let’s assume there’s some validity in here in at least a general, at 50,000 feet sort of way.

I would like to note that what’s unfortunate is they don’t look at multiple days. I’m not so a sure a single day snap shot does a trend make. Nor do they look at the same day for all brands studied. It’s certainly possible there is seasonal effects, or that timing might have an impact on reach, attention and clicks. For example, a band releases a new album or single. That could prime the skids a bit, eh? None the less, less have a closer look. Also, if a Page’s status is liked more, does FB force it into more News Feeds?

This is what I see…While not exact, notice how as Total Fans increases the Post Impact drops. While I can’t say for certain why that is, it would make sense to say that early Fans are more dedicated and engaged. They might have even sought out the page because it was something they believe in and wanted to Like so that it helped to reflect their identidy.

However, as time goes on the quality—damn, there’s the word again!—of the Fans gets diluted. The less serious the fan, the less likely they are to be engaged, let alone respond. Makes sense, right? Another reason for this is that as a brand (or in many cases here band) grows, information about it becomes more ubiquitous. In other words, I don’t need to click on something that was just mentioned on TMZ or the NYTimes for that matter.

And this is why the title of this post is “FB Insights don’t measure quality – Part 3”. My point being, as I mentioned in Parts 1 and 2, a Like is just a Like. It’s a click with a slight bit of meaning. The reality is, it’s not much more than that. Counting Likes is the same as counting hits back in the day. Fun to do, but in many ways ultimately pointless.

Don’t get me wrong. I’m no social media Luddite. I’m just the messenger. And the message to all social media “gurus” is, a Like is just a click—and to most a pretty harmless click at that. It’s more of badge that the Likee chooses to wear, than it is a statement about you and your brand. So get over it already. You’re not in charge and it’s not about you.

Finally, what might help is an analysis of the links that were clicked. What was the subject matter of the status update that engaged or didn’t engage? Maybe it makes sense to expect nothing much just so you can throw in an occasional give-a-way or contest? Looking at that across all brand here might actually be insightful. Also, if those links were tagged—and damn it, they should have been—was there an increase in engagement, conversions, etc. on the site they lead to?

It’s not easy but one must try to measure these things. At the same time it’s essential to understand the context of the indicators.

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