What’s a Facebook Like worth?
Recently I was asked by one of our artists what was the importance of a Facebook “Like”. It was in the context of our conversation, but I really liked it as a standalone topic.
It sounds rather philosophical, but it’s worth communicating about. Let me share my two cents on a slightly rephrased version of the question:
What is the value of a Facebook Like?
First and foremost, the value of a like is not a constant. That is largely due to how the platform is set up — you don’t have direct control over who sees your posts (it’s determined by EdgeRank). And the fact that Facebook users behave differently, of course, but that’s how it is on any social network.
As we’ve always been saying at WeSpin, it’s not accurate to consider every like, or a follower (as everything in this post is applicable to any social platform) as a listener or a fan of yours. A Facebook Like ≠ a fan, by default.
Every Facebook Like, instead, is your chance to convert a complete stranger — and in most cases people who follow you on social media don’t know you way too well, probably beyond a single track — who you wouldn’t catch otherwise. It’s your chance to convert that stranger who clicked the Like button on your page into a listener, and then a fan, and then a super fan.
That is achieved through the posts you publish, through ads, through creative campaigns, through the music you release, and so on. A like is just the first step on this path of turning a random person into your fan, and you should never, ever stop on a “follower” acquisition. Getting Likes on Facebook is a goal, without a doubt, but it’s not the most important goal you should have.
But don’t devalue a Like completely, either. Because catching attention of anyone is so difficult in the first place, we should value the “likes” quite highly — if there is an understanding in place of what to do with them next.
Last week my wife Katia told me that the artist she’s been a huge fan of for over a decade, who never had online presence whatsoever, created an official Facebook page. Someone else did it for him, to be more exact, but that doesn’t matter. The point is that he’s got such a loyal (a bit obsessive, trust me I know) fanbase, that every single post on his page will be reaching 70–90% of the people who liked his page, without any ad spend. Getting to that level is not easy, and it shouldn’t even necessarily be the goal, but you all can make your followers care more about what you do. And hence, increase the value of a Like of your Facebook page.
Don’t stop on getting the Likes. Work as hard, and even harder, on turning these likes into your fans.