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Content and Copy

Facebook Marketing – Likes or Shares?

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It used to be that Likes were king of the Facebook marketing game and a page with a few thousand Likes was able to reap the benefits of increased consumer trust and credibility. Heck, there was even a point in time where blackhat marketers would sell you thousands of Likes just to give your page a boost (and, in fact, there are still such offers in the seedy underbelly of the interwebs). BUt, as social media and Facebook have evolved it is not uncommon to find thousands of pages with over 10K Likes and little to no engaging content. As a result, there has been a marked shift away from a Like only approach to one which favors user interaction which is most easily quantified by the Share.

Now, before you get any crazy ideas let me say this:Likes are not totally dead. People in general will still place more trust n a brand with 1500 Likes over one with 15 but that may be where their usefulness ends. Studies have consistently shown that there s no correlation between a Like and a conversion with real ROI and no longer (if ever) is your visibility on Facebook determined or boosted by sheer number of likes. So, what is the secret sauce? Engagement.

Share and Share Alike

Facebook’s not-so-new criterion for deciding the worth of your content and giving it airtime in other people’s newsfeeds is interaction. Does it play well with other and get shared? You see, Likes just didn’t do anything much for anyone. Your post about your dog’s hip surgery may get 30 Likes but what does that even mean? Likes had become completely meaningless indicators that weren’t serving a real purpose and certainly weren’t making any cash for Zuckerberg and co. so they had to go.

Obviously, using sharing as a metric of a posts value is a much better, more realistic measure of its value. When you realize, however, that to get a chance to be shared on any grand scale you need to promote your post then you see yet another, more compelling reason for the change: profit.

The Takeaway

So, what’s the takeaway for you as a writer, content producer or marketer:


  • You should only focus on building enough page Likes to be on pr with other pages in your niche or industry. Don’t be the guy with 20 Likes and 3 posts when everyone else has 20K and posts daily.
  • Visit other pages in your industry and see what content gets shared and then use similar strategies.
  • Test, test and then test again. Post different subjects and in different formats. Text-only tweets, videos, links, images. See what works for your brand.
  • Spend a little money to promote a post to garner initial engagement and then watch the “organic” shares soar.




About Michael Rickicki

I am a freelance writer, translator, social media manager and co-owner of a mid-sized automotive accessories manufacturer and retailer in Brooklyn.

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This entry was posted on June 22, 2014 by in Social Media and tagged , , , , , , , , .
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