Focus on Quality, Depth, and Purpose

Keep in mind that reach does not equal worth. A small but engaged audience is much more valuable than a large but passive audience. Social managers should design their content to target the specific group of individuals interested in the services your brand can offer, not just those who are passive. Connecting to the correct people is what matters.

“You can have 10, 10,000, or 1,000,000 followers and all it takes is for one post to be noticed by one person to cause a social media chain reaction,” wrote Gary Vaynerchuk, a marketing expert.

In reality, the numbers alone do not tell the whole truth. For instance, consider the difference between Coca-Cola’s Facebook page and one of the Humans of New York (HONY), which has street pictures and interviews of typical people. Both have massive social followings, but Coke’s 104million Facebook page likes are more than the 18 million HONY likes. But HONY’s posts frequently receive thousands of shares and comments (not in addition to a constant flow of followers). Despite its massive number of page likes, Coke can earn only a fraction of these same rates of interaction click here.

The key here is not to look more like HONY or not as Coke. It’s more important to know your customers and how they would like to interact with you and then provide the information that stimulates their interest.

Work Your Endorsements

Although a “like” may be an insignificant Social signal, a recommendation or endorsement is still essential in social media. According to previous research, it’s not the case that people aren’t influenced by their peers’ opinions about companies and brands. They would like to feel the authenticity in their friend’s connection to the company or brand.

Influencer and celebrity recommendations are frequently precious on social media, as stated by Content Standard. However, you don’t have to be an influencer to promote your product or brand. Campaigns that encourage user-generated content, reviews, or suggestions can lead you to your goal and create an even stronger social message than a Facebook page on its own.

To advertise the book, Vaynerchuk will send out advance editions to over 1000 Instagram influencers and ask them to write an endorsement on the platform, along with photos. Vaynerchuk decided the Instagram endorsement would garner the most interest based on the people he wanted to target.

Reconsider Your Facebook Purpose

Because of Facebook’s algorithm and algorithm, it’s not likely that those who love your company will engage on your site in any meaningful way. In reality, for many companies, the most effective use of Facebook could be advertising. Other platforms, like Instagram or LinkedIn, might be more appropriate for the kind of engagement you want your brand to have. However, you must be prepared to pay for or accept that your content will not be seen, no matter how much effort you’ve invested in it.

The constantly changing social media landscape can be very frustrating for marketers, particularly when they incorrectly approach platforms such as Facebook. Facebook’s likes might not be relevant to businesses; however, do not let them bring you down. Focus on your target customer’s needs and provide the content that they want to see. To achieve social success, the connection, not the number of followers, is the key to success.