• http://www.directresponse.net Dave

    Very good information here Carrie.

    I like Facebook pages all the time and never realized how little I actually return to these pages.

    Getting thousands of people to “Like” you on Facebook is only half the battle. Creating a successful landing page for your Facebook will drive up those conversion rates.

    You’re right, too many companies rely on random interactive status’ as their social media strategy.

  • http://www.visionefx.net Rick Vidallon

    I shudder and cringe when a client asks me to put a Facebook like button on their homepage.

    What image are you trying to convey about your company?
    Should a cancer medical practice have a ‘Like’ button on their homepage?
    No.
    Should a pizza parlor have a ‘Like’ button on their homepage?
    Sure.

    In my humble opinion the Facebook ‘Like’ button interface does not lend any professional sensibility to a business homepage. And from a search engine perspective I do not want Google detecting a Facebook link on my homepage. Call me super superstitious, but that’s just me.

  • http://www.BlizzardInternet.com Carrie Hill

    Thanks Direct & Rick – I appreciate the read and the comments.

    I guess the bottom line for me is the same thing we (evenutally) said with “keyword stuffing” and crappy links – More is not always better!

  • http://www.ericward.com Eric Ward

    Carrie – really well said. The increasing variety of “impulse click” related signals are an SEO fad right now that will take some time to shake out. The engines using such signals know they can’t yet be fully trusted in firehose mode. I saw a diet product facebook page and I have never heard of the product in my life, yet it had 187,000 Likes. Yeah, right. The companies that used to sell stumbles and lenses and bookmarks are just moving on to paid likes, shares, and tweets. In my next Link Week column here I’ll dig into a true/false social signal primer. Again, awesome stuff Carrie.

  • http://www.MyRevSource.com Scot Small

    Interesting post. While I agree with most of it and understand were you all are coming from we do not live in a perfect world. Much of the time the opinions here are coming form people who know an extreme amount of what is going in the online search and social world – the problem is those people who most marketing companies are trying to reach, have no clue of anything mentioned in this post and could care less. Yes Eric when you see the 187,000 likes or I see the 187000 likes we are going to question it — we are “insiders” and understand and no the game – however those that are not in our world see the 187,000 likes and wonder – maybe there is something to this what am I missing an may take an action. If they only had 100 likes they would leave almost right away.

    The key in my mind is always have a good message and engage. If having lots of useless likes helps increase the perception of the legit likes then how is that bad? If your bounce rate goes up but your conversions also go up – in number and not percent is this a bad thing?

    Carrie the 5 suggestions at the end of the post are fantastic and should be followed by all. If you always concentrate on quality then you in the long run will be a winner – but that does not mean that some of the tactic’s used by marketer’s to “be seen or discover in the first place” are all bad. One of my rants is how I see many so called “purest” put the so called shady tactic’s down on one hand and then use them on the other – it really drives me crazy.

    The bottom line is – does the strategy or tactic drive bottom line revenue for the client in a legal and ethical manner?

  • http://www.BlizzardInternet.com Carrie Hill

    @Eric – thanks for the read and the comments, I really apprecate your thoughts & feedback

    @Scott- I would be a 100% card-carrying supporter if I could see any even INCREMENTAL business from this tactic. The client’s bounce rates are rising, average time on site is dropping, and revenues from this tactic are nonexistent, i cant even find an incremental increase in reservations from it……maybe SOME day it will work – but for $2k per month, they’re definitely not receiving a return at this point. Could something happen long-term? Sure, I hope it does. My point was, dont pay a ton of money for this stuff and expect to get a marked and immediate increase in revenue. (well, that and the fact that I hate a junky and irrelevant business stream with not a lot of engagement)

  • http://www.MyRevSource.com Scot Small

    Carrie – Agree with you 100% – if there is no ROI I would not do it. Paying $2k for likes is in my mind just the opposite of smart – bottom line is revenue – nothing else matter in business – unless you are dealing with a business owners ego and they like seeing the “likes”. Crazy but it happens.

  • http://inbounded.com Matt

    I would say having a company Facebook page is better than not. It makes it easier to “like.” That being said, too many businesses stop at a page, or put an intern in charge of managing the account. The result is a lackluster asset that doesn’t engage or convert leads or customers.

  • James

    I’m still learning how to use Facebook but doesn’t having ‘likes’ convey other marketing benefits beyond immediate action? Doesn’t someone have to have liked you in order to send messages to their stream? This seems to be reason alone to get as many likes a possible so that future messages are seen by a larger audience.

    Also, don’t likes serve as personal endorsements if they’re seen on others walls?

  • http://mermaidchronicles.com Lauren McCabe

    This article misses a out on a crucial point– after a user likes your page (for whatever reason, flip- flops or not) your status updates start to appear in their newsfeed, and you have countless opportunities to convert passive fans into active customers. In effect, FB becomes another advertising channel, like TV, radio, print, etc, and an excellent conduit for brand exposure.

    Now as Carrie mentioned, it’s your job to create compelling status updates and understand FB’s newsfeed algorithm to get your updates to actually show up in their newsfeed (example: videos are weighed heavier and are more likely to get prioritized as “top news”).

    But it’s highly unlikely that even your most enthusiastic brand evangelists will “like” your page from an ad that’s business-focused. People don’t “like” businesses, they like ideas.

    Think about it: there’s something creepy about a company asking you to associate yourself with their toilet-cleaning brand on FB. Why do you care?

    But maybe you will like a company from an Ad that says “Click Like if you’re dreading cleaning your house this weekend.” And then proceeds to broadcast helpful ways to keep your house cleaner longer.

    The bottom line: people like ideas, not businesses they’ve never heard of. if your fan page traffic is low, it’s a status update problem, not an FB ad problem.

  • http://www.siliconbeachtraining.co.uk/ Silicon Beach

    Whilst it’s true that an artificial like will not mean anything in terms of ROI we cannot ignore the value of likes in search engine optimisation. the number of likes can significantly improve ranking which is why many people will use this technique.

    The example that you use ie click like if your having fun is not the best way to go about it, I’m not sure if this kind of activity would be worth it as it would seem to be a bad idea for your brand image, but finding ways to increase your likes organically for a particular page is extremely worth while in terms of SEO.

    Heather

  • http://www.simonserrano.com Simon Serrano

    Lol… nice rounding job on the %600

  • http://www.cid4design.com ChannelIslandsDesign

    Great article! Lots of new things for my mental checklist. But the default landing tab can only be set for people who haven’t yet “Liked” your page… unless something has changed since I last checked. By default, anyone who has already “Liked” you will see your Wall – and there is currently no workaround for this, unfortunately. Oh, Facebook – always keeping us on our toes.

  • http://www.blizzardinternet.com Carrie Hill

    Wow! You guys were busy this weekend :)

    To clarify – I’m not against getting more likes – I just want Facebook businesses to get more QUALIFIED likes – people who have SOME intention of buying something, not just liking to like something, or because they saw it on someone else’s page…..The reality is – the continued barrage of inane posts is doing to sour your audience, so do it the right way.

    @inbounded, painperdu – Likes CAN convey trust – maybe, and SOME say they’re akin to “Links” – i dont really believe it yet – these clients who are growing their junky likes are not moving in the search engines – at all. I’ll keep watching that to see if it happens, but wont hold my breath.

    @Lauren If these were qualified likes, that might be customers some day – there’s a real possibility they’d book something, but the reality is – they’re not going to buy, they have no intention of buying when they like….and converting those “likes” into dollars in the future is going to be hard. Especially when you want them to KEEP liking you with updates akin to “click like if you’re glad its’ friday”

    @Silicon – Like I said above, i’m not seeing ANY benefit SEO wise to these increased likes. ‘ll keep watching but I don’t believe it right now

    @Simon – i’m absolutely horrible at math, i think someone said to me “that’s like almost 600%” and i went with it….

  • http://www.blizzardinternet.com Carrie Hill

    @channel – yes – you’re right – default landing page is only for new “likers” – seems like we should be able to do more with that, eh Facebook?

  • http://www.realtygo.co RG

    Great read Carrie, even better comment stream. Thanks to everyone. We are currently integrating the like button into one of our new applications for users to give a ‘like’ to businesses and individuals doing business. Trying to learn as much as possible to offer a great service. Thanks again everyone!

  • http://www.ntoklo.com/ Gareth Mee

    The article highlights some really interesting points. It seems that Facebook likes don’t equal site traffic and when you also consider that many top retailers have on average 10 times more unique users on their websites in one month than they do overall global likes on their main Facebook pages (according to some investigating we, nToklo (www.ntoklo.com) recently did), it raises questions.

    This really suggests that retailers shouldn’t be basing their entire social commerce proposition around Facebook, like a number seem keen to do. Instead retailers should be looking to include social value to their existing sites to drive engagement and relevance to improve sales and ultimately to better understand their customers.

  • http://www.marketingfanpages.com jamesbridges

    Carrie,

    Great share. I think this still demonstrates that “likes” are not the end result. That’s like stopping at “I have traffic to my website”. I have still found that most companies don’t have a regular strategy for what they are sharing on a daily basis, how to get those who “like” to engage on their website, or even how often they are utilizing events. A page with 100,000 likes but that has no way to monetize that isn’t much good at all.

  • http://www.BlizzardInternet.com Carrie Hill

    @RG, @Gareth, @James – thanks for adding to the conversation – great comments everyone. I really appreciate everyone’s feedback, this is what makes my job AWESOME ;)

  • http://www.urbancitylifetv.com U.C.

    Hello I am new here and I just wanted to chime in. IMO there is a difference between Facebook Like and Share. I do not use like at all on my websites. Share is more affective because it posts the actual link to your page which may be shared by others. Like serves no purpose but to only collect information to tailor Facebook PPC ads to its visitors.

  • http://www.blizzardinternet.com Carrie Hill

    @Urban – I think you’re right, with the addition of likes being something that pushes stuff up in the news feeds so when you sign in and the “Top News” shows – posts with lots of likes and comments come up at top……

    That being said, if the message is crap, it doesnt really “do” anything for the business!

    Thanks for commenting :)