Yesterday at one of the social media workshops we run, an Adviser showed us their Facebook business page, it looked impressive, nice design, complimented their business brand and you could see they had made regular posts. They also had a couple of thousand ‘likes’ which means that many people had visited their page and clicked the like button.
The Adviser shared that they didn’t feel their Facebook presence was working, why could that be? they had regular posts, an impressive looking page and more ‘likes’ than the average Facebook business page for Advisers.
You know the saying “Money can’t buy you friends?” well it still applies. It turns out those ‘likes’ had been bought. The Adviser had been given advice that to improve the performance of the Facebook page they should spend some money and buy ‘likes’.
Quality over quantity is so important in our world. Perhaps in another industry buying ‘likes’ works because it gets the message out to the masses but in the word of financial advice I don’t believe that is the right strategy. It was evident yesterday. The Adviser had more than enough ‘likes’ and more than enough posts that interaction should have been occurring but it wasn’t. Why? because those ‘like’s don’t really give a care about what was posted, their not the ideal client of this business.
Creating a Facebook business page that connects with the right clients and potential clients takes time and commitment, no quick fix will yield the right engagement.
There are many ways to get ‘liked’ in this world, buying them is not best practice. Hope is not a strategy.
Develop a strategy, allocate the time and resources, listen, learn and you’ll build an ideal community of ‘likes’ that will yield the results you want – attraction & retention of good quality clients.