Are Your Facebook Page ‘Likers’ Worth Anything? (Dear God We Hope So)
Nick O’Neill over at AllFacebook (disclosure: I used to work with Nick) says that a brand’s Facebook fans, aka people who have pressed the ‘like’ button on a particular company’s page, may not be worth whatever you think they are. Why?
- You’re targeting the wrong people: “if you run a Facebook ad campaign which targets all people who like shopping for Versace clothes but you sell ebooks on making money online, you probably aren’t going to get much conversion.”
- Your brand has been co-opted into some kind of joke, ie the “Shut Up, I’m Talking” meme that started when author Gregory Levey’s book of the same name was recently published.
Um, well, now that I’ve gotten to the end of this post, I’m wondering if I fell for a link-bait and switch. Meaning, O’Neill’s story baited me because it was interesting – and he switched out the good story I expected with hyper-obvious answers. Sorry for wasting your time.
