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Facebook “Like” sellers have existed since the Like was rolled out in 2009, and it offered a way for users to show their support for a person or company while burning a fraction of a calorie. Some companies, such as Burberry and Levi’s, have over ten million likes. Still, likes don’t necessarily mean anything in terms of usefulness. Sure, if all you just want is to appear popular, then a high like count will get you there.
On the other hand, if you want to actually achieve a specific goal with your Facebook Group, you’ll want to look beyond quantity.
The Power of the Facebook Like
In a way, a Facebook Like is to reach what a backlink is to rank in Google. Facebook’s ever-aware backend is analyzing your engagement at all times. The more likes you get, the more reach you’ll have, and the more your content is shared. It’s a cycle, and it can help you build immense brand awareness.
PTAT, or People Talking About This, which is part of Facebook’s algorithm, is a measure of fan engagement, and likes feature heavily in its calculation. However, it’s important to understand that not all likes are created equal. If your group is populated by accounts that never interact with you, your PTAT score will fall.
Once this happens, you’ll find yourself paying more for Facebook ads and reaching a tiny fraction of your fanbase with your posts. A high PTAT score, on the other hand, is likely to be accompanied by increased sales and brand ambassadorship. The fact is that when people like your content, they’re more likely to buy from you in the future.
In fact, you can think of the Facebook Like as the first step in a valuable sales funnel. Real fans will engage with your high-quality content, and they’ll more readily join your mailing list. From there, you’re free to build a relationship that could lead to numerous sales.
Buyer Beware
Many Facebook Like merchants claim to bring you likes from “real” people. The thing is that even if these are real, flesh and blood people, they’re likely receiving a few pennies from the merchant to like your content. This means that they don’t care who you are, or what you have to offer.
These people will be low-engagement fans, and they’ll drag your PTAT score down into oblivion. In the worst case, these merchants offer “bot” likes. That is, the likes come from unmanned Facebook accounts. Facebook can identify these ghost accounts quite easily, and any likes received from them are virtually worthless.
What to Do
Facebook would have you solve this quandary by paying them to present your content to targeted individuals. At the end of the day, this may be the only viable solution for quickly amassing a real following. These people will have expressed an interest in your niche, and they are active Facebook users.
The good news is that Facebook’s advertising system is extremely effective. You can lower your advertising expenses by paying attention to Facebook Insights. Post your content when most of your fans are online, and your engagement will increase.
Check to see whether your fans prefer links, images, or videos, and then give them what they want. As your engagement increases, you’ll be able to buy additional likes at a lower price.
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