For social media marketers, the Facebook “like” is one of the most valuable currencies there is. A like may not be an end in and of itself—the ultimate goal is to develop customers, converts, and brand ambassadors—but someone who likes your company page is that much closer to seeing your content, engaging with it, sharing it, and forming positive associations with your brand. The like isn’t everything, but it’s certainly important.
So when you invest time and energy into your Facebook Fanpage and don’t see it picking up too many likes—well, that can be frustrating.
There could be any number of reasons why your page isn’t generating the likes you need it to, but some of the likeliest causes are outlined below.
- Your permission settings block viewers. We’ll start with one of the simplest and easiest bits of troubleshooting. We all know the importance of ensuring the right privacy settings for your personal Facebook page, but when it comes to your company page, you obviously want the content to be visible to more or less everyone. Check the “Manage Permissions” tab on your page just to make sure you’re not unintentionally restricting your viewership.
- Your page looks shoddy or unprofessional. Nobody wants to like an obviously “DIY” Facebook Fanpage. If your images are blurry or low-res, or if you’re using cheap Clipart instead of compelling photos and graphics, then you’re not doing enough to make your page inviting.
- You’re not sharing the page. Can people who visit your company website quickly and easily find your Facebook page, without having to go to Facebook and search for it? Do you have Facebook links on your e-mail signatures and blog entries? If you’re not actively sharing your Facebook page, or at least placing links to it in prominent locations, then you can’t expect it to gain much momentum.
- You’re not posting enough. How much is “enough,” you ask? Well, you need to be posting with the kind of frequency that will ensure people remember who you are and what you offer. Use an editorial calendar to be consistent in updating—daily, if you can.
- You’re posting way too much, in bulk. Facebook’s algorithms work to prevent you from bombarding people with posts, so don’t even try. If you’re posting ten times a day, but all ten posts come within the same 30-minute window, you’re essentially asking Facebook to hide those posts—so what’s the point? Be consistent in posting, but also know the value in restraint.
- You’re only posting about yourself. At Grammar Chic, we are constantly warning our clients about the dangers of relentless self-promotion, but hear us out once more: Your Facebook page isn’t really about you; it’s about the value you can offer your clients. Informing and educating them is the single best way to get—and keep—their precious likes.