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Likes—Quality over Quantity

When it comes to developing a following on social media outlets, many businesses have the mindset that the more likes, followers and subscribers their platforms have, the more successful they are on these outlets. Chances are your company’s main goal isn’t to reflect a large following, but to get people to interact and be interested or aware of your product or service—some sort of ROI. To get people to interact you need the right kind of people, not the right number. This knowledge is key to the success of your page.

“Like” generator—a bad thing
Many social media newcomers gravitate towards online generators which use a system of “token exchanges.” Users on the generator sites are given initial “tokens” and will “like,” follow, or subscribe to your channel in exchange for a certain number of your own “tokens” that you offer for each following your page receives. Generators require you to have a personal social media account on whichever platform you’re looking to generate a following—all “likes,” follows and subscribing come from your personal account. Typically these generators do not require monetary obligations, but most generators offer faster results with a membership purchase.

So why are generators a bad idea? While it could kick-start your company’s page, it generates the wrong audience. Your page may look popular because of your number of followers but in reality these people are likely blocking all posts from your account as soon as they follow it—their following still counts towards your company’s number, but they’re not actually seeing your posts. This tendency will give your company a great number of supposed followers, but in reality no one is listening.

Likes from other companies—a good thing
Specifically on Facebook, many companies encourage client contacts to “like” their page through their personal Facebook accounts. While personal Facebook accounts contribute to your “like” number, “likes” from other companies do not. But what most companies are missing is that “likes” from other companies contribute to your page’s community effort. This means that your page’s updates and posts show up in their newsfeeds, which translates into opportunities for other companies to interact with your page and at the same time educates them on news and happenings at your company.

Overall, it’s important to remember the kind of audience your social media outlet has. While “like,” follower, and subscriber numbers seem to be the key to success, the importance really lies within who is behind the numbers.