Get past the numbers though and one has to REALLY start to examine exactly what Facebook delivers beyond high level, top line numbers. If you are a brand and you are looking for something beyond a Like (which has honestly been so watered down in meaning like the word friend that marketer’s have to take a long hard look at what a Facebook Like really is) then you may be disappointed according to some research from Crowd Science and re-packaged by Marketing Charts. Take a quick look at what might be referred to as “The Meaning of Like”
In the new Facebook Age what is the meaning of Like after all? It’s becoming like a retweet which is an easy way to appear to be engaged but without needing to even come close to being that way. It’s for this reason, a least in part, that only 7% of Likes are about referrals. A referral requires thought and intention. If you refer something you have gone past the point of blindly passing something along the way. At the point of referral you have put your reputation on the line. Maybe that’s why so few actually do this. It takes time, thought and consideration; three elements that are in short supply on the online space these days.
Sound cynical? I am and you should be too. Top line numbers like 800 million users are impressive but they mean nothing unless the impact can be seen by you and your business directly. Over a billion people watch the Super Bowl each year but does that mean they know who is playing, what the score and could ultimately tell you who won the game? Nope. It’s just a big number that satisfies the world’s need to call something bigger and better thus assigning “real” value to it.
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Does this mean that Facebook Likes are useless? Not at all. What it does mean though is that as a marketer it is your responsibility to see beyond the numbers and look at the real value of any marketing channel whether it’s Facebook, Twitter, Google etc., etc.
So what’s your take on Facebook Likes? A simple way for people to act engaged or a real measure of caring?