The recipe for creating a Facebook "like" is complex. It's a sprinkling of "I already like your brand and want my friends to know it," and a dash of "I hope I get a free coupon." There is a little bit of "keep in touch," and another half cup of "just curious." Whatever the reasons why consumers click that "like" button, there is value in building a connection between your brand and as many potential customers as possible.
But the quest for likes has its pitfalls. For one, it's a mistake to measure the success of a branded page by its number of likes alone. Engagement, though more difficult to measure, is a much better indicator of success. What good is it to have a high number of likes if your likers are skipping your messages? Are ignoring you? Maybe even hiding you?
You probably have noticed that Facebook allows you to be friends with someone but also hide their messages from your feed. And on the flipside, page administrators can also find out which likers of a branded page are hiding that page. Here's how to do it:
- Go to your Insights page (You must be listed as an admin to do so)
- At the very top of the page, click on "Old Insights Dashboard"
- Scroll to bottom graph "All People Who Like [page name]"
- Tick the box for both "Total Likes" and "Hidden from News Feed"
One rule of thumb is that the number of likers who hide your page should remain below 10 percent. Higher than that and you should ask yourself whether you might be holding your likers as prisoners. There might be a compelling reason why they stay liking you, such as a regularly distributed coupon or voucher, but object to receiving your messages.
If you find that the number of your likers who hide you is creeping northward, it might be time to consider your messaging strategy. Are you posting messages to your wall that others might consider boring - or worse - annoying? Is every one of your messages a sales pitch, or do you attempt to incorporate useful information or humor into your stream? Are you creating a two-way conversation, or merely broadcasting your message? Missing the mark on any of these questions could make you more of a pest than a pleasure and could force your highly-valued community of likers ... into hiding.