That’s what our Facebook Likes Monitor tells us!
When you are brand manager looking after digital assets, one of the most important platforms you have focus on is your brand’s Facebook Page. However hard Facebook may be trying to curb the organic reach to boost the ad sales, it still is the most important social media platform based on sheer usage and penetration among masses.
Brand managers like to show off the number of fans their pages have, irrespective of the engagement and reach but when as a brand manager you look at Facebook Pages with huge number of fan likes going in millions, your first question is how genuine are they. Does that number in million directly mean business or is it just a good green number for the year end presentations?
Brands, entities & the agencies managing their Facebook Pages have raised huge number of fans, initially due to an amazing open organic reach from Facebook and then via alternative methods Facebook Ads, 3rd Party Website Ads, Contests, Fan Gate Apps, Scripted Likes, Click Baiting & Redundant User Profiles which were just a +1 to that huge number. Initially it was all good as Facebook Pages were being developed as the asset of the future but when the future came the percentage results were nowhere near the targets. Reason: Fake, Redundant, Non-Active, Scripted & most important Non – Relevant Out of Target Audience Users.
On 5th March 2015, Facebook announced “Making Page Likes More Meaningful” where in their well framed words they said “Businesses use Page audience data to understand what their followers care about. To make audience data even more meaningful for businesses, we’re updating the way Page likes are counted by removing memorialized and voluntarily deactivated accounts from Pages’ like counts. This change ensures that data on Facebook is consistent and up-to-date.” The change was to start taking place from 11th March 2015.
This is Facebook’s 2nd attempt in recent time to give more to businesses, first one being added performance score to ads. Now what it means Facebook will clean up your Page Likes database big time and we at Solomo Media went on to record the change across pages via our Facebook Page Likes Monitor.
Few interesting inferences in the first few days.
- Myntra.com has lost 97,525 fans since 11th March 2015 till 16th March 2015 i.e nearly 3.6% of the fans cleaned up.
- Yatra lost 54,192 fans, 4.9% of the 1109892 Page Likes on 11th March 2015.
- Kingfisher loses a whopping 3.85 Lac fans.
- Flipkart loses nearly 67000 fans.
- Wills Lifestyle has lost 6% of Fan Likes.
- Many a brands have taken counter measures by activating Fan Acquisition Campaigns to hide the downfall .
- Though the official blog post says “removing memorialized and voluntarily deactivated accounts from Pages’ like counts.” but we don’t think so. 2.2 Lac such accounts on just one page, not possible. Facebook is also removing the likes which are scripted & generated via spam or alternative fan gate apps.
- And as Russel Peters says “Someone is gonna get a hurt real bad”.
We have always been preachers of fan acquisition via the right ways, targeting not just numbers but users who really constitute a brand’s target audience. One thing for sure you can’t build up an audience without contributing to the ever increasing wealth of Mark Zuckerberg but a good targeted content strategy, relevant artwork and avoiding click baiting (We Indians love clicking on like button whether below or above the Sunny Leone pictures) have always been a big plus in garnering a relevant user database.
- We record the data for the day by running the code around noon for each day. Therefore the actual numbers from Facebook Insights report may differ.
- The numbers in this article have been calculated considering the Facebook Page Likes on 16th March 2015.
HAPPY NUMBER CRUNCHING!