Why No One Likes You on Facebook
April 24th, 2012 • Posted by Seth Gardenswartz • Permalink
Having trouble figuring our why you don't have Facebook likes?
One challenge of Facebook is understanding a business's role in developing an engaged audience. When you buy radio you basically buy an audience, a known quantity. Radio stations create content and then give it away to anyone interested in what they are broadcasting. This is how they develop an audience. For example, you can buy "time" on a station that appeals to women between 35 and 49 based on music preferences for that "demo." Essentially you buy the right to interrupt the target audience's free music and try to get their attention for your advertisement.
Facebook is different. The traffic on any Facebook page (personal or business) comes from content its owner creates and delivers. If you want Facebook fans you must create a page that is as interesting (or useful) to your target audience as the music on their favorite radio station is to them. If your Facebook page is not relevant, fun or useful no one (but your blood relatives and BFFs) will "like" it. To put it another way, your posts have to be worth liking.
If I have a shop selling cookies, my very best friends and customers might like my page just because they love me or my product. But if my Facebook page is inconsistent and boring they might keep buying my cookies (or might not if I irritate them) but I will eventually lose them as Facebook fans. There are plenty of other interesting pages to read and only so much time in a day.
What if, instead, I post a picture of a plate of cookies with a kid's hand-written note saying "i luv u momee" or "sory i broc your window" to generate engagement? What if I invite people to post pictures or stories of cookie apology-worthy moments? Your goal is to create connections with an interesting post that will be "liked" and more importantly shared with lots of "friends" who might wonder where they could get those tempting cookies.
At Spaboom, we have created really clever ways (like Sweepstakes) to build your fan base over time, but these clever tools work best if you already have an interesting Facebook page. What makes an interesting Facebook page? That depends on your business and your customers. There is one sure measurement of a quality on a Facebook page, the number of likes, comments and shares you get from your posts. If that number is 0 you have some work to do if you want to be liked.