Facebook likes are always an asset… right? Well, think again. Most business owners never even consider that the quality of their likes might be hurting their business. Plenty of social media gurus watch their followers increase by dozens, and then hundreds, or even thousands, and they think: wow, look at all of this exposure.
Chances are that these Facebook pages are receiving much less exposure than you’d think. It’s actually quite possible to have a page with 50,000 likes and have only a few hundred people see your posts when you update.
Facebook offers business owners the ability to purchase ads in order to gain more visibility for their business pages. Unfortunately, purchasing ads is often extremely inefficient because people in developing countries such as Bangladesh and Egypt are being paid pennies to randomly like things on Facebook.
Although Facebook began its ads program to combat click farms that engage in these types of scams, it appears that the problem is still alive. Unfortunately, it’s still the case that paying for ads through Facebook leaves you with click farmers on your page.
The people in developing countries who like these pages don’t engage with them, which is problematic because Facebook distributes page content only to a fraction of followers; the number of people who see your content depends on how many people engage with it.
Click farmers who follow your page are a large percentage of the individuals who see your content in their newsfeed, which takes away exposure from the people who would actually engage with your business. Thus, these meaningless likes drive engagement levels down and make it nearly impossible for legitimate followers to see your content unless you pay to promote your posts.
You’re left in an endless cycle where you aren’t getting much exposure because you don’t get enough content engagement. At the same time, your content engagement never increases, so you’re still left with only a fraction of your followers seeing the content that you post. It’s obviously a huge problem, so how do you find your way out?
To get mileage out of Facebook ads, you’ll have to use tools that weed out fake followers and ensure real followers are able to see and engage with your content.
Bloggers and social media experts are finding increasing interest in startups from programs such as the Founder Institute. New startups tend to have innovative ideas and more ways around issues such as the ever-present click farming dilemma.
It’s clear that startups have the right idea when it comes to solving the click farm crisis on Facebook. The first step to fixing the problem is identifying the followers that you actually want to target, and make sure that you grow your social media presence with quality clicks, not clicks en masse.
For instance, we founded Fan Harvest earlier this year; our service allows you to weed out poor quality likes with barely any effort required on your part.
Once you’ve done that, you’re well on your way to having a social media presence that matters, and a business that rises above the competition. All that you need to do is take the first step to gather the information.
Here is a quick video that explains how Fan Harvest works:
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