This week, Facebook announced that it will be removing “likes” from deactivated and memorialised accounts, so businesses may see a sudden decrease in the number of “likes” their pages have.
A deactivated account is a Facebook account that still exists, and still has a user’s data, but isn’t visible to anyone else. Sometimes people deactivate their accounts and then reactivate them when they decide to use Facebook again. Memorialised accounts are accounts that remain visible after someone has passed away.
Facebook’s move to remove “likes” from these accounts on business page “like” counts is a way to make the number more up-to-date and keep information more consistent.
Know your True Numbers
Knowing how many active Facebook users “like” your page can give you some good insight into how large your audience is. Of course, it’s still not possible to know how many of the people who have “liked” your page log in to Facebook regularly, but this new change will give you a better idea of how many Facebook users have seen and support your page.
When you know how large your audience is and how effective your social media shares and content are, you can more effectively build your audience. You can share more of the content people like to grow your page’s audience and reach more people with your marketing messages.
“Likes” don’t Equal Results
While building your Facebook community and striving to get more “likes” should be part of your social media marketing plan, your strategy shouldn’t stop there. Facebook “likes” don’t equal results. In other words, even if thousands of people have “liked” your page, but very few them buy your products, you need to change the way you are doing things.
Interaction, engagement and fans that respond to your calls to action are what really matter. As you build your audience and get more “likes” also work on sharing relevant content that people will want to click on and share, and that will encourage them to visit your website or make a purchase.
The Right “Likes” are More Important
Just like it’s more important that you have a responsive, active audience than a lot of “likes,” it’s also very important that the right people “like” your page. This means making sure the people who connect with you on Facebook are those who can help you reach your goals.
For example, if you want to build a larger customer base, you likely want to target people who need your product or would be interested in what you can do. If you want to encourage brand loyalty, your target market might include current and past customers.
To get your target market to “like” your page, share content people would be interested in, provide targeted value and make sure you engage with people by responding to comments and even providing customer support through Facebook when you can.
This Facebook update is one that will benefit businesses as it gives them a chance to see accurate statistics. As you use Facebook marketing, keep in mind that it’s about increasing brand engagement and attracting the right market. You can find out more about this update on Facebook’s news site.