Facebook Page owners are getting uptight because Facebook want to charge them to reach more of their fans. Kristen Lamb has written a good blog about it, which you should read if you haven’t already. In essence a lot of Page owners are missing the point. Too many of them view social media as a broadcast channel instead of an engagement avenue.
The number of likes a Page has is often taken as an indicator of success. But this is a fallacy. As an example, I recently saw a Page with triple-digit likes that had single digit entries into a competition. Why? It had adopted billboard networking.
Because a billboard can’t tailor itself for its audience, it needs to get in front of as many eyeballs as possible. If it can broadcast its message to thousands of people, a handful of them might notice. They play statistics and win on the 24% of people they influence. But imagine if you met someone at a party who wore a sandwich board and refused to speak to you. A large number of people would see the board. But I don’t imagine it would work too well.
Yet this is the essence of billboard networking. People approach your Page expecting to meet a person and instead they see only “Buy my book. My book’s on sale. Check out my book.” Cue a lack of engagement and that dearth of competition entries.
Social networking is the complete opposite of billboard networking. It’s a conversation, in which you engage people on a one-to-one or one-to-few basis. At that same party, it’s the guy who spends the evening with a handful of people who share common interests and a similar sense of humour.
That guy won’t reach as many people as the sandwich board. But he’s deeply engaged with those he does reach. He’s talking but he’s also listening, and the discussion will range from books to weather to food to whatever. In social media terms, he’s posting questions and sharing good, funny and useful content. If and when his book comes up in conversation, the people he’s talking to will pay more attention because he’s not selling them something; they’re just talking.
So stop being a billboard and start being social. Stop chasing after likes and try finding friends instead. Sure it feels good if our Page has 15,000 likes; we feel popular. But if none of those 15,000 talk to you, you’ll be the loneliest popular kid around. And the girl with 50 likes who all talk regularly will be having a pretty good party without you.