Would a real estate agent with 9,000 Facebook Likes intrigue you? Would 9,000 Likes make you feel more inclined to follow them or choose them as your agent?
Before you answer, let me tell you a quick story.
We were contacted recently by the business owner of a large franchise real estate agency in Australia to help revise their social media marketing strategy. During the initial meeting, the business owner admitted they had been buying Likes on the back of advice from a ‘marketing expert’ as to the best way of quickly building a following on Facebook. After closer inspection of their 9,000 followers, we discovered that 73% of their audience are located in Bangladesh. During the meeting, the business owner went as far as saying “I think Facebook is a waste of time.” You could hardly blame him.
Salesforce has reported that 51% of Facebook fans say they rarely or never visit a company’s page after liking them, so what does that mean?
It doesn’t matter how many social media followers you have – it matters how many that care.
Social media is not free – it’s a marketing channel like any other and it takes consistent effort – in both time and money – to deliver a business result.
You can’t game the system.