Boss Lady

The worst advice about social media marketing I ever got


It’s no secret that social media is an important part of any business’s strategy. Oftentimes, people think the more followers they have on Facebook, Twitter, or whatever, the better. I mean, it makes sense, right? More followers = more $$$.

At least, that’s what I was advised. And, it was the worst advice ever given to me about managing my social media. More followers do not necessarily equal more $$$. More relevant, engaged followers = more $$$. In fact, unengaged followers on Facebook loses the business money.

Facebook uses a complex algorithm to track user likes and dislikes. Once they begin to understand what the user likes, they show content targeted towards what they want to see. If you have a lot of followers that don’t necessarily care to see your content, Facebook restricts your posts.

Let’s look at this example:

Jenny has a Facebook page for her online makeup store. She has 100 followers and most of her followers actively engage with her page. They might take advantage of makeup coupons, or like the really funny makeup disaster posts. Whatever it is, they are somehow interacting with her page.

Facebook sees that many of Jenny’s followers love Jenny’s page so Facebook rewards her by showing her posts to a higher percentage of her followers (The percentage is extremely low, but I’ll be generous and say 10% of her followers see each post). Jenny loves all the engagement and decides to grab 1,000 more followers by buying likes. Hey, more followers = more $$$, right??

Now Jenny has 1,100 followers, but still only about 100 of them actually like Jenny’s stuff. Her engagement percentages plummet and Facebook deems her page irrelevant.

Two things happened here:

  1. In the beginning Facebook was still showing Jenny’s posts to about 10% (remember, this is very generous) of her followers. Assuming that 110 people out of the 1,100 saw it, it’s highly possible that not one of her original followers actually saw the post to interact with it.
  2. Facebook sees that a high percentage of Jenny’s followers do not interact with her page, so they penalize it and show posts to maybe 1% of her followers. Now, only 11 people see her post & not one is interested in her makeup.

It’s better to have 100 engaged followers, than 1,100 unengaged followers. The same is true for any sort of marketing campaign. Jenny wouldn’t want to send postcards to 1,100 single men that have no use for makeup coupons. That would be a waste of valuable time and resources. 

So, what can you do to grow and stay relevant?

The best advice I wish I would have received when I discovered the world of social media is to grow strategically. Find the people who want what you have and spend time connecting with them. It’s not about the likes, it’s about the engagement.

One way to find success is through boosting posts. It costs money, but not as much as losing valuable exposure. I’d suggest that, if you go this route for your business, boost multiple posts for $5.00 instead of boosting one post for $15.00. You’ll find more success this way.

If you have a local business, you could search the Facebook community forums and connect with people that way. Build valuable community connections and grow organically. This clip is shamelessly stolen from speakers Michael McCormick & Taylor Dobbie during a webcast, but here it goes:

“Hey, Jack, I noticed that you are here in ABC community group on FB with me, I just wanted to reach out and introduce myself. I’ve had a ton of success here on social media and I was wondering if I could get together with you and share some tips and tricks that I’ve found success with that’s helped my business grow. And I wanted to see what you were doing with your marketing. If either of us could walk away with some good advice that’s a win for us, and worst case scenario, we could have a new friend in the local community.”

The key is to find ways to connect with people that want to connect with you. That is how you make money marketing on social media.

About Chris Coopman'

Chris Coopman is a leadership expert and entrepreneur. Chris’ need to understand how to overcome small business leadership challenges drove her to pursue an MBA in Leadership and a PhD(c) in Organizational Psychology. Chris’ most recent adventure combines two passions: her love for social media and growing insurance agencies. When not actively running her business, she’s helping others run theirs. Chris welcomes speaking opportunities involving small business leadership development.

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