Getting More People to Like Your Facebook Page is 99% Worthless


Someday, I will have the opportunity to prove to a client or prospect beyond any reasonable doubt that this is true. In the meantime, I will continue to write about it in hopes that the facts will win out.

To prove it beyond a reasonable doubt, I would have to take a page that has zero fans and send massive engagement and traffic with a small budget. Then, we’d need to look at the statistics to show that a page that starts off with zero likes can have more than just paid reach. It can have more organic reach than pages that have tons of likes.

We do have examples, not to the extreme of having zero fans, but by demonstrating that through strong content and proper use of advertising we can get strong organic reach. Here’s a quick one that’s pretty clear:

Facebopok Page Likes

As you can see, this page has 2,458 people liking it. However, you’ll see that the small budget, in this case around $ 15, was able to get it good paid exposure. More importantly, it generated more organic reach than the number of people who like the page.

Now, let’s look at a different page. It has nearly 8 times as many likes, but the reach is minimal.

Facebook Page Likes are Worthless

The gap is crystal clear. Facebook has been pulling back on organic reach for some time. While many will say that it’s all about greed and the bottom line to force pages to use money to get exposure, it’s more likely about what the users want. When they see page posts on their news feeds, they are much less likely to engage with those posts than the posts of their friends and family. Still, they’re a business, so the reduction of organic reach and the rise of sponsoring posts is the end result.

You’ll notice that I said that page likes are 99% worthless. There’s one minor benefit. Some would call it credibility. Others would call it ego. Either way, having a page that people are liking gives a psychological boost to the page to let people demonstrate how popular their page really is. While likes are infinitesimal in importance compared to reach, it’s still a benefit.

Focus on content. Put a budget behind it. Give your page real reach rather than the artificial benefits associated with page popularity.



7 people who prove English majors aren’t worthless

Among the degrees that folks can earn in college, English isn’t
generally regarded as an instant ticket to gainful employment as are,
say, nursing or electrical engineering degrees.

The Daily Beast ranked English No. 7
in its April 2012 list of the 13 “most useless” college majors, just
above philosophy and one rung below journalism. Job opportunities for
English majors are expected to grow by 6 percent this decade, according
to the site’s findings, but unemployment for recent graduates is at
nearly 10 percent.

It all seems pretty grim, but there are some signs of hope out there. This week, Business Insider
offered 16 examples of English majors who not only were great
successes, but who changed the very face of the arenas in which they
work or worked.

Here’s the crazy part: None of them are authors by profession. Quite a
few have written books, but they made their names in other ways. They’re
journalists, public officials, business executives, physicians, and
entertainers. picked a few particularly surprising examples from the list:

Mitt Romney. Yes, the GOP’s 2012 nominee for president, former
Massachusetts governor and private equity multimillionaire got his
bachelor’s degree in English from Brigham Young University, though he
earned law and business degrees from Harvard University later.

Barbara Walters. The iconic TV journalist got her start in the
news business as a publicity assistant to a TV station director,
eventually parlaying her writing into on-air reporting. She got her
English degree at Sarah Lawrence College.

Conan O’Brien. The late-night talk show host double majored in English literature and history at Harvard.

Bob Woodward. The Washington Post mainstay who broke open
the Watergate scandal with colleague Carl Bernstein didn’t major in
journalism. Like O’Brien, Woodward got his bachelor’s degree in English
literature and history, though Woodward got his from Yale.

Steven Spielberg. Spielberg was an English major at California
State University Long Beach before leaving after three years to become
an intern at Universal Studios and start on his path toward film
immortality. He actually may not be the best example for this list. When
he returned to college in the 1990s, he graduated with a degree in film
and electronic arts, not English.

Harold Varmus. Varmus is the director of the National Cancer
Institute and formerly headed the National Institute of Health. He won
the 1989 Nobel Prize in medicine, along with J. Michael Bishop, for
discovering the cellular origins of cancer-causing genes. He went to
medical school at Columbia University, but before that he earned
bachelor’s and master’s degrees in English at Amherst College and
Harvard, respectively.

Judy McGrath. The former chairwoman and CEO of MTV—who oversaw
MTV, Nickelodeon, and Comedy Central to great success from 2004 to
2011—got an English degree at Cedar Crest College. She got her start at
MTV as a copywriter in 1981.

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