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

FB Insights don’t measure quality – Part 2

Consumed => “How To: Get the Most Out of Facebook Insights for Small Business” by David Hartstein on Mashable.

http://mashable.com/2010/12/27/facebook-insights-small-business/

Oops, sorry, this has been sitting as a draft and I just noticed it needed to be edited and published.

Left a follow up comment comment…

Hi David – Thanks for the direct reply. Please allow me to return the favor. Maybe this will help…

You and I dive into a pool (or lake) *fully dressed*. You immediately start to swim. I on the other hand realize the error of my ways. I get out of the pool, strip down to my boxers, dive back in and begin my quest (sans the burden of my original mistake). Not only am I going to beat you, but chances are good that over the long term you are going to drown. For the record, turtles swim better than hares, right?

So while I agree with your observation about lack of strategy going in, I don’t believe I read in your article that it might be time to get out of the water for a bit if the intention is to win. I don’t want to speak for you but this article seems to advocate they keep swimming. Taking off running (or swimming) without first determining direction is rarely going to lead to success. (And thus why so many are disenfranchised with social media. They have substituted cheap, easy and quick for investment, thoroughness and intelligence.)

Also….I’m not going to suggest that a spike in unLikes should be ignored. On the other hand without knowing much about why they Liked in the first place it’s really hard to take a Like (or unLike) too seriously. For example, are Likes via Bill’s website sticking while those that comes via FB itself not so much so?

Let’s face it, no one is spending more than 2 seconds contemplating that click in either direction. Yet marketers and “social media gurus” (cough cough) seem to equate Like to purchase. It’s not even intent to purchase. It’s a ubiquitous, don’t-cost-a-thing click on a FB Like. That’s it! Nothing more. Nothing less. It’s not even a vote for a local elected official, or deciding what to eat for dinner. It’s a click with barely a 50/50 meaning. And we’re going to bet the farm on that?

Naturally, if there’s a real and proven correlation between an increase in Likes and some other action that matters (e.g. sales) then by all means watch those unLikes. Other than that, I would recommend to anyone not to overestimate the meaning of Like/unLike because chances are good your Likers aren’t taking it 10% as seriously as you are.

And (while not to get of topic) to that I add, a tweet is *not* a Like. It is a tweet. It’s just as easy to tweet and say “this sucks…” as it is to say “check this out…”. Yet many continue to display tweet count as if it means something more than what it *really* does. It means someone tweeted it. That’s it. Helpful? Yes, maybe. But again, it should not be taken out of the broader context.

I’m no Luddite. I’m pro-social media in many regards. If I’m anti anything it’s the amount of dis-information and half baked ideas, etc, that get passed off as “guru-ness”. Just to be clear, this is *not* directed at David. This was a good article in many ways. I’m just trying to plug what I perceive as a couple of obvious holes. Maybe it’s just me? Again?

In case you haven’t yet realized, I’m not a big fan of Mashable. Don’t get me wrong, there’s some good stuff there. But as a general rule it’s fluffy and tends to perpetuate more myths than it dispels. If you’re not reading Mashable with an objective and critical eye than I would recommend you stop reading Mashable. Chances are good you’re only going to pick up more bad habits than good ones. On the other hand, if you’re comfortable with the riot mentality of the blind leading the blind then Mashable might be a perfect fit for you.

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