Marketers get preoccupied with tracking the return on social media investment: “How much does each like cost? How many sales will each like bring in?”
These are the wrong questions.
Social media gets a return on investment that far exceeds the number of likes a brand acquires.
Using social media as a direct response channel or to provoke action leaves a lot of business-intelligence value on the table.
To add value to your brand, ask these questions:
The number of fans on your page has nothing to do with the page’s value. If a user likes your page and never looks at it again, you and the user lose.
Even worse, some pages purchase likes from users outside their market, which is no better than fabricating numbers. Those users aren’t interested in engaging with the brand, so they add nothing to the page.
Change your thinking: Rather than work to increase your fans, work to drive true engagement.