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Companies Still Selling Their Souls for "Likes," and It Still Makes No Sense

Companies Still Selling Their Souls for "Likes," and It Still Makes No Sense 38925
Happy 2014! As we embark on another exciting year of social media marketing and relationship building, we are faced with a “strategy” that is sooooo 2009; a strategy that seems to be making a comeback in some business circles. Remember back in the day when everyone was obsessed with driving Likes and Followers for the sake of having lots of Likes and Followers? This was deeply rooted in the PPC world; show me the clicks, show me the money. Fake social clicks would be purchased in bulk from brokers to potentially score millions in revenue down the line. The thought process was that genuine followers would be wowed by brands with big engagement numbers, find them more trustworthy, and buy whatever it was they were selling. This would fall under the “If it’s too good to be true, it probably is” category.

It’s odd to have to revisit this line of thinking today but it’s no less important. There is no magic pill or bullet in social media. There is no upside to buying fake Likes or Followers, not unless you are a broker making bank in the business of click fraud. Sometimes the best way to illustrate nonsense is with oversimplification. Here goes:

Let’s say you have a Facebook Business Page promoting your videography business. Your business objective with the page is to expand your digital presence and showcase work done for past clients. You post comments and the occasional client video; this is the extent of your strategy. You have 12 Likes. You decide you need more Likes to impress your current followers. Searching for answers, you find a site for a fake click broker. For a set amount, you’ll get an extra 1000 Likes. Before you sign on the dotted line, ask yourself:

1-      Why are you adopting this tactic to keep your followers engaged? If your current followers were dissatisfied with you, they would stop following you.

2-      Aside from surface level satisfaction, what are those extra 1000 Likes going to get you? Hello… they are fake!

3-      Real followers are pretty savvy. Fake click brokers are interested in making a buck, not making sure your new Likes are believable. By the profile pic alone, real followers can tell when you’ve gotten in bed with a broker. This will do nothing for your social street cred.

Instead of taking the easy and expensive way out, here’s a thought – go organic. Post more videos. Poll your followers. Jump into the comment conversation. Let your followers know you are a living, breathing person interested in what they have to say and what they need from your business. The Likes, and more importantly, the Shares will follow.


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