Last week, Twitter rolled out in stream images. Now when you navigate to Twitter on desktop or (more likely) mobile, you will see images linked to tweets in addition to the link for the image.
What does this mean for you? As the social media world continues to advance and develop, and as platforms continue to compete with one another, we as marketers must be even more aware of the value of images.
You already knew that a link or hashtag in your tweet was more likely to get you retweeted, sparking engagement among your followers. That link could have been an image, and indeed images were quite sharable as links on Twitter.
With this change in the visualization of your Twitter news stream, it’s even more important to include an image with your tweet. Now, just as Facebook optimized around image sharing, Twitter moves in this direction.
As a fan of reading news blurbs in the form of tweets, I have to confess I am a little disappointed. Twitter makes a great source of brief updates and breaking information on news. And with a cap of 140 characters, tweets had to by default be succinct.
The web is moving toward optimization of visuals as we spend less and less time digesting and consuming written information. So while those of us logophiles may be a little sad, we have to recognize the relentless marching of progress in this direction may hold the key for us to better reach the masses. After all, if they’re not reading your tweet, they’re missing the message anyway.
Don’t forget, when you’re tweeting an image with your text and maybe an article link, you now have even less space to say what you want using words. But at least you will have images. It remains to be seen when Twitter will adopt a text limit rule on promoted images as Facebook did, but stay tuned as we’re sure to see something like that in the near future.
Twitter is an excellent platform for sharing information and having conversations. Up to a third of all users use Twitter only to check out the tweets of others. But there’s also been an ongoing surge of hashtag-linked conversations. New tools to track, measure, and analyze these exchanges can boost your organization’s understanding of its Twitter audience universe. And now there’s a new tool that does this at a reasonable cost—enter Keyhole.
Keyhole is a subscription-based tool that allows you to input and measure the traction around various hashtags. OmniStudio took Keyhole for a test drive during our participation as Social Media sponsor for #GiveBackDC, an annual event providing deserving non-profits with awesome new websites.
We set up the project in advance so that we could track the promotional work we were contributing to on Twitter through the hashtag. This great tool gave us an instant sense of how the campaign was playing out. The messaging was slow to catch on, but Keyhole let us watch the count of users and posts as both numbers increased. We could also see who was tweeting about GiveBack DC, rank them by Klout score and frequency, so we could reach out to them with follow up tweets.
|Keyhole lets you:
• See who’s using your hashtag
• Watch hashtag traffic by day and hour
• Measure your hashtag’s reach
In addition to the numbers of posts and users, it was great to see which days, and times had better or worse reactions to the hashtag. Of course, as expected, use of the hashtag soared the day of the website launch event, thanks to a constant promotion and live streaming of the hashtag conversation on screens around the venue.
• Real-time tracking
• Flexible date ranges
• Downloadable reports
In a nutshell, the campaign pulled in 966 tweets from 287 users, offering us a reach of 1 million people and a total of 1.6 million impressions. Given that this campaign was a local project in its second year of existence and supported by the small agency and non-profit community, we are really thrilled with these stats. But even more fantastic was that we could follow them in real time, make adjustments, and capture some metrics that gave us a sense of our reach.
The data is presented in a single page with a longer scroll. Within the dashboard, several different points of measurement are presented in charts and graphs, visually indicating changes or differences between data points. It was helpful to learn, for example, that 64% of tweets with the hashtag were original, versus 20% retweets and 16% replies (we were asking for retweets and more engagement, so we hope to do better on these trends in the future), and it was interesting to see that we actually had a global audience of contributors. At the website launch event I asked how many people used iPhones or Androids and got a strong cheer for iPhones, so I wanted to compare that with data in Keyhole. According to the tool, nearly 60% of tweets came from desktops, but another 25% came from iPhones.
Just for fun, we used Keyhole to measure an interesting email blast and corresponding Twitter hashtag campaign pushed out by Obama through Organizing for Action. The President sent emails to voters with Republican representatives asking them to tweet at their reps demanding an end to the #TeaPartyShutdown. We plugged this hashtag into the tool and watched as the number of tweets soared rapidly to over 4,500 in less than a few hours. Though usage of the hashtag has continued since that email, the spike was followed by a rapid decline and Twitter moved on to other topics. I wonder if the President knows that his email garnered over 62,000 tweets from 39,000 users, reaching 76 million people. Not bad for an email.
So while GiveBack DC has a way to go before it reaches that many users, overall the Twitter campaign was a helpful driver of eyes and audience members to the launch party and to the cause. And without Keyhole, we wouldn’t have had a way to watch and measure the traction and action.
On a final note, I first became acquainted with Keyhole when a link to a tracked conversation was sent to me as a means of indicating the number of eyes on a particular conversation, enticing me to become a part of it. I’d often wondered the best way to track and then share impacts like this—tracking to make adjustments to the campaign, and sharing so that Board members, C-suite leaders, and decision-makers could get actual numbers on the impact of a campaign.
Social media measurement is still a science in development, but Keyhole is better than most other tools I’ve come across at providing insights into activity around a campaign in a way that uses data to tell the users’ story.
Check out the tool for yourself at Keyhole.co
OmniStudio is thrilled to be the social media partner for a wonderful initiative developed by the Web Development Group. GiveBack DC (GBDC) is an annual project that provides area nonprofits with strengthened web presences. OmniStudio works to support the local community in a variety of ways, and we’re thrilled to partner with great agencies for this fun project where four non-profits are matched with four agencies to develop new WordPress websites.
Thanks to the talented teams of professionals, as well as the donation of consulting services from several of our amazing sponsors, this year’s nonprofits – Hire Our Heroes, Mentors, Inc, Ramona’s Way, and DC Children and Youth Investment Trust Corporation (CYITC)– will receive a massive increase in their digital presences. Here are the match-ups:
• Hire Our Heroes, an organization working to empower veterans with the knowledge, skills, and innovative tools necessary to secure employment, is working with the Web Development Group.
• Ramona’s Way, an organization working to support victims of domestic violence struggling with chemical dependence, is working with Threespot.
• CYITC, an organization that develops partnerships that expand services for children and youth in DC outside of school, is working with Nclud.
• Mentors, Inc., an organization that provides mentoring support to public and charter high school students in DC, is working with Free Range.
The four agencies listed above are hard at work right now to design and develop compelling redesigned websites for these important organizations. To add to the fun, other agencies are contributing time on digital resources:
• OmniStudio is offering social media marketing consultations
• Interactive Strategies is offering search engine optimization consultations
Our work with non-profits over the years has shown us that providing access to online tools and resources helps strengthen the impact that organizations can make in our community, helping them to advance their missions. This collaboration allows all of us to give back to our community.
This incredible charitable project will conclude on October 8th with a closing party at 1776 (1133 15th Street NW, DC) where the new websites will be revealed. To add to the fun, the agencies are competing against one another for a collection of awards to be voted on and announced at this fun event.
Tickets are still available for this amazing event, and don’t forget to tweet about it using #GiveBackDC.
Learn more at the website, givebackdc.org, and join us at the October 8th event.
Last Thursday, I attended the Mid-Atlantic Marketing Summit in Baltimore. If you tweet like I do, you probably noticed some amazing conversations happening on #MAMSummit and watched as reports came out about all the innovative and exciting digital happenings that were shared and discussed at the event. I came away with many great takeaways, but wanted to pull out the three core themes that resonated throughout the day as themes of the Summit.
Move to Mobile
As marketers, we’ve watched for a while as mobile phone and tablet adoption swelled. Then came the monetization of Facebook and Google ads on mobile. We are getting closer and closer to being able to conduct an entire day’s business on our tablets plus get ads for all our favorite causes and brands delivered directly on the tablet. Ads are optimizing for mobile just as websites are moving to optimize for mobile. Email as well. The truth of the matter is, we’re going mobile as a society, and to stay connected to your donors, constituents, and influencers, you must have a campaign that includes all components adaptive to if not built for mobile.
There was a time in the recent past when activists and marketers could tell an entire story about a campaign with a one-way push. A TV commercial supported by a magazine ad would then crop up in your emails or direct mail, asking you to buy or give or sign a petition. But we marketers are learning that, with the rise of social media, you customers and citizens are more likely to, and interested in, placing themselves in the action and, more specifically, in telling your stories. Our messages are no longer ours to control, but must revolve around your personal experience with the brand or cause and how you convey it to your networks. We bow to you, oh powerful individuals, and ask for your help to tell your story.
Measure Your Measurements
Throw out those charts measuring the number of Facebook likes. Not only are they vanity metrics for you, they’re vanity metrics for Facebook as well. Instead, you need to measure another level of data in order to prove true ROI—on social and elsewhere. Start with goals and a survey to clearly assess your baseline, then use your content and the content of your fans to try and move the needle of public opinion, sales, or action taken by supporters, and measure the outcomes of your work. In other words, it’s wonderful if your meme goes viral, but unless you’re getting more people to sign your petition or donate, you are not achieving your campaign goals and should perhaps test a different approach.
There were so many great topics and takeaways at the Summit that I’m sorry to have to boil it down to these three. More information about the Summit can be found here, and I hope that most presenters’ presentations will be available soon as well.
And finally, since data fuels everything, and Pew is a perennial champion of data, I would be remiss if I didn’t share Lee Rainie’s (Director, Pew Internet Project) presentation on the State of Digital Marketing in the Networked Age.
Facebook announced this week that it’s releasing a limited API to certain “trusted” media partners to enable those partners to track and publish, in real time, public Facebook profile and page posts using a keyword or hashtag, as well as data or insights on a certain keyword or hashtag in a certain time frame. This anonymous aggregated information will collect and measure results for keywords based on gender, age, and location.
This is amazing.
In just another step of development that seems to have a clear path (we just don’t know what it points to), Facebook has continued to move toward two possible outcomes, as far as I can estimate.
First, it seems possible that Facebook could take on (and sink) the public opinion polling industry. With all of us users posting comments seemingly nonstop about a range of popular, “happening now,’ and other topics, why would these media partners need to rely on polling data for public opinions? Those pollsters and statisticians will have it in for me after this one, but with 67% of U.S. adult internet users on Facebook (and by comparison only 17% of U.S. adult internet users are on Twitter; Source: Pew Internet), the fastest growing number of users being seniors, and usage reaching saturation point across most other demographic areas, the sampling accuracy can’t be that bad for starters.
On top of that, no one is asking us what we think about a topic. Meaning we are expressing ourselves as we feel, and not in response to how something is worded or what someone said. In other words, that could help remove any potential for bias in a poll based on the questions.
I know, this is going out on a limb, but think of the opportunities and possibilities this presents… What if politicians could use insights from keywords to inform their policy decisions and messages? And don’t even get me started on brands. I guess this means that hashtags really will become more useful (and potentially used) on Facebook, even though they have practically been discredited by most analysts (myself included). Well done Facebook, you continue to lead the way.
Secondly, and perhaps far more fascinating, is the potential for Facebook to slowly take over and become the news source. Farhad Manjoo wrote a beautiful piece about how Facebook’s news feed changed, well, everything, and I have to thank him for this thoughtful reflection on how much our lives have shifted, even against our will, by our ongoing participation in Facebook and what its developers have been able to do with our participation.
Streaming content on keywords on CNN is one thing. I mean, we all know how CNN sometimes breaks the wrong news, so this could help them. But in that trajectory, what if Facebook started to break news before the news had it? What if Facebook, with a few more lines of code, beat out Twitter and all the other instant news creation tools to get ahead of breaking news through a combination of user engagement (that’s all of us out there, posting and responding to our news feeds) and popular adoption (round up the last few people who watch the news but aren’t on Facebook). I’m excited to get a screen shot of Kate Bolduan reporting the news while a Facebook keyword stream breaks a major news story as she’s still finishing her teleprompter story.
And at this point I want to get back to the point that Farhad makes. Regardless of the routine mockery of Facebook that users spew each time something is updated, we’ve fallen in love with its news feed. And this is known because we users invest in it more. In turn, the developers have more of our data to use to give us more of what we’re looking for, to the point where I know quite a few people (points at self) who check their news feeds in the morning before turning on NPR.
This recent announcement of Facebook’s may be drowned out, one among many, but I for one am geeking out to see where it leads us, and Facebook. What will be next?
What do you think Facebook’s next bold move will be?
My husband and I just returned from our honeymoon where we spent two glorious weeks in Bali indulging in delicious foods and taking incredible road trips to visit important sites across the island. We decided to blog about our adventures to keep our family and friends in the loop and to preserve the stories and images of our experience. As we took off to Asia and embarked on our story sharing, we (well, I) ran a kind of experiment: which tool is better for blogging, WordPress or Tumblr? New to social media and blogging, Adam selected WordPress, while I opted to utilize a Tumblr account I’d established a while ago but had let slide. We both got a lot out of this experience.
Customizing the look
Tumblr comes with a broad variety of free and fee-based stylized templates to make sure your blog looks as beautiful as your stories, so that’s been nice for me. My blog also likes to be a bit of a chameleon to my moods, changing when I need a color makeover or want to show something different. Adam’s WordPress blog came with a preset template and frame, and while there are other templates available, it’s a little more complex for him to change. Both require some knowledge of HTML to do any custom changes.
Posting from mobile
We both put our blogs to the test here. Armed with only our smart phones and iPads, we worked on the best ways to publish content. He used the WordPress mobile app, but mainly when connected to the internet, though drafts could be saved offline. I was able to draft and save posts without internet connection and publish easily from both tablet and phone apps. Both platforms had limitations when it came to mobile app publishing.
Photo uploading and publishing
I think Tumblr came out ahead on this one. Adam routinely had issues trying to upload larger image files. It wasn’t easy to shrink them from the app either. At one point, WordPress told him he had run out of space. Very frustrating for someone not used to technical difficulties to begin with. I loved the uploading capacity of Tumblr. I could upload 10 photos at a time (though I could only post one caption for the set) and could also cross publish from Instagram.
Sharing, commenting, and reblogging
I think we both preferred our own platforms here. He could use his WordPress ticker to see the number of views, and people could sign in to leave comments. My blogs could be easily liked and reblogged by other Tumblr users, plus Tumblr offers easy social media sharing so I could auto publish my pieces to Twitter and Facebook, while readers could easily share out as well. It seems like some of my readers had challenges accessing my blog without creating a Tumblr account and so some did, while WordPress does not provide a barrier like this for readers.
The personal is… organizational
My husband and I were writing for ourselves and for a personal audience, which is sometimes different from our clientele here at Omni, but I still think the lessons are useful. Regardless of the content creator, the audience is still individual, or individuals, meaning people. Except when it’s a search engine, and Google is working to make sure that its algorithms evaluate and value content in the same way an individual reader would. All of this is to say there are similar factors to consider when selecting a platform.
Do you have a website and what platform is it in? If you have a site in WordPress, this is the easiest place to manage your blog. Blogging is all about routinely publishing content related to topics on a website that will help drive search traffic to that website (and make you authoritative on those topics), so if your site is in WordPress, it’s easiest to stick with the same platform. Tumblr can be embedded into any site using some simple coding, although this will require some expertise, but using Tumblr is a worthy alternative as it can promote search traffic in the same way.
Is social media marketing a major focus for you? Tumblr’s reblogging tool and interconnectedness across social platforms makes it easy to both pull in and push out content from the blog to other channels while allowing Tumblr users to easily repost your posts. It is also incredibly handy for mobile use, especially for opportunities like live blogging events. With 108 million active accounts, Tumblr has a strong ready-made audience for content. So if you have lots of content that is highly sharable and you can design a good cross-channel strategy, Tumblr’s a great option.
What are you trying to achieve? Another way to look at this question involves asking yourself what kind of time commitment you’ll be making to your blog, your website, content creation and curation. If you have a WordPress site that is robust enough to allow for cross posting of content, it may just be a better idea to utilize the blog functionality baked into the tool in order to cross post blog entries onto various related pages on your website. This allows you to keep content fresh throughout the site while still offering the publishing speed of a blog.
But if your site is more of a brochure site, or you’re looking to pull content in from others as well as publish your own content, then Tumblr may be an easier solution. While others can easily reblog your posts on Tumblr, you can likewise pull from other users to publish pieces in your own stream—a highly useful tool for when you’ve run out of words or ideas. It also gets at the essence of social networking, which is to say that sharing is caring. Curating content will draw attention to you from those authors, while telling your own audience that your blog is not from one singular voice or perspective but that you value the ideas of others as well.
In the end, I think both solutions have the potential to be impactful on your marketing and communications goals, so the choice is a personal/institutional one. And ideally, if you have the institutional capacity, run blogs on both. A WordPress blog under the same URL as your website will give you points with Google if you post regularly, but Tumblr’s growing number of users who post and share content from Tumblr provides a means of targeting another digital audience as well.
It may just be that I’ve viewed this film too many times in the past two weeks, but I’m starting to feel like great content authors need to be more and more like Gatsby—boats against the current running faster and climbing higher to achieve real and authentic notice online.
Google’s Panda, Penguin, and other cute animal algorithm updates made it less and less possible to game the search system by cheating with keywords or buying low-quality back links. Now sources looking to be deemed authoritative on a topic or issue need fresh, timely, high-quality content with lots of visits and even social shares to climb to the top of a SERP.
In the same vein, Facebook has worked tirelessly of late to significantly improve the functionality of its News Feed—for whom I am not certain, but I think it’s supposed to benefit both page managers and end users. It seems to be annoying both.
For starters, rest in peace EdgeRank. A term we’ve all become familiar with is no longer being used by Facebook to describe the algorithm used for prioritizing strong News Feed content. Maybe Facebook should pick a cute animal name to replace EdgeRank and label algorithm updates just like Google. I will submit dolphin, rabbit, and kitten for consideration, Facebook.
Though we’re no longer to use the name, the principles are still being utilized and tweaked. New features and roll-outs announced recently aim to filter out low-quality content. Posts that aren’t strong on affinity scores, valuable actions, and timeliness will fall to the bottom, while able and creative content producers can see their stories featured more prominently, or pay to be featured.
Meanwhile, to make sure we don’t miss a (popular) moment, Facebook has also unveiled “Story Bumping” where your exciting post (often it seems to be the “x got engaged to y” post) or photo story (great memes, not lousy ones) can be bumped to the top of News Feeds (ignoring time decay) if they see lots of engagement and true interest.
So just like I cautioned against buying likes, I’m going to have to recommend against asking people to like or comment on your Page posts because that ask will now hurt you. With Google and Facebook leading the way in curating our news and information on the web, to be heard you must play by the rules.
And run faster, jump higher, row stronger—our content creating boats working against the current to keep our momentum moving forward through the constant river of change. But I, like Gatsby, have hope.
I don’t watch a lot of TV, online or otherwise, so when a friend visited me recently and we logged into her Hulu account so she could catch up on some shows, I had a magical experience. After selecting the episode to watch, a screen popped up asking, “which ad experience do you prefer?” Wow. Genius.
Since the internet has increased availability, on-demand, recorded, and subscription based programming (as on Netflix and Hulu), more and more viewers can completely avoid the advertising “experience.” With the rapid shift in user behaviors (we now all know what the phrase “second screen” means and most of you reading this probably use one while “watching” TV) audiences have found ways to almost completely avoid paid TV advertising. Fortunately for brands there is social media. As I highlighted in my Super Bowl blog, Twitter and Facebook have once again made it possible for advertisers to reach consumers, but there has also been an interesting shift.
Social media from a user’s perspective is about connecting with others and finding entertaining and engaging content. As more brands recognize the power of targeting consumers on social channels and see the impact of word of mouth marketing on their sales, advertisers are working to craft moving messages across these channels. And some have gotten the methods down.
AdWeek featured an excellent story showcasing how social advertising has to be fun to work. And online advertising, especially on platforms like Facebook, often breaks the rules of message management. Mashable also showcased a story on a brand’s enjoyable response to comments on Twitter. It’s as if the fourth wall has come down in the theater and the audience is invited on stage to participate in the play.
The evolution of the online marketing experience is a topic I look forward to discussing at Alan Rosenblatt’s Internet Advocacy Roundtable this Thursday from noon to 2pm EST. I am certain the conversation will offer fascinating insights into ways in which mission-based organizations can learn from commercial brands and use those insights to spread successful campaigns across social platforms without breaking the bank. If you cannot attend in person, the event will be live streamed and you can follow #IAR and @IARoundtable on Twitter as well.
Proving once again the awesomeness of Twitter, Facebook bit the bullet on hashtags and rolled them out to some users this week. Rumors of Facebook hashtags began to circulate in March, but now that they’re finally here we will begin to see whether they enhance user experience and functionality on Facebook, or indicate that Facebook developers are losing their creative edge and should quit copying other platforms and get back to leading social networking innovation.
Here’s what Facebook hashtags could do.
String conversations. Just as hashtags help to organize conversations on Twitter, Facebook users could implement the tool to connect and communicate on a topic rather than simply between friends centered on a post. Non-profit communications managers should really have their gears moving in preparation for this – what a potentially great way to extend Facebook post engagement!
Organize Instagram’d events. Instagram already utilizes hashtags to collect images into makeshift albums, which can then be viewed on third party tools on desktops as well as in Instagram apps. But with the addition of hashtags to Facebook, now people can take photos at a fundraiser (for example), hashtag them (perhaps using the same hashtag for Twitter), and post those images to Facebook where they can be streamed together.
Measure Trends. Once users adopt hashtag use on Facebook, streamed conversations could potentially be measured and tracked for trending topics or further sentiment analysis. There will probably be a number of intrepid app designers looking to roll out Facebook Apps that aggregate hashtag data for pages.
Here’s what Facebook hashtags probably would not do.
Connect entire conversations. Even though Facebook seems to be constantly trying to adjust privacy settings to make the platform as open as Twitter, there’s always a user backlash, and with hashtags we’ll probably encounter the same response. What this means is that hashtag followers won’t be able to pick up every tagged post from every user because a user’s privacy settings will get in the way.
Discourage users from syncing Twitter and Facebook. We’ve known for a while now that it’s a bad practice to auto-publish tweets to Facebook, even though it’s incredibly easy to do so. Now that hashtags have a purpose on Facebook, it will be harder to convince users to disconnect their platforms. Even with Facebook’s attempt at coolness, content types and strategy are still different and the two should be kept separate.
Make it cool to use hashtags ironically. There are a few of us out there who think it’s funny and/or clever to use hashtags ironically on Facebook as homage to Twitter. OK maybe that’s just me. Anyway, I think it’s fun in part because Facebook has a larger character limit so the hashtags in posts can be quite long. Now ironic hashtags will no longer be funny. And that’s just unfortunate.
What do you think hashtags will add to or take away from Facebook?
The impact of social media on marketing is here to stay. We all know this based simply on the number of hours people spend on platforms like Facebook, Twitter, and Pinterest combined with the fact that consumers trust word of mouth sources over all other kinds of marketing.
We can also tell this is true because of the number of companies that are sprouting up to help you manage, promote, and strengthen your brand on social channels. Word of mouth marketing is the primary outcome on social media channels. When fans engage with brands, the brand’s content spreads to a wider audience and receives an authentic endorsement by the consumer.
So why not just add to your audience by purchasing a bunch of Facebook fan Likes? Let me tell you why.
First of all, those Likes you can purchase are probably fake accounts. It’s like inviting spam into your email inbox – no one wants that.
Secondly, even if they are real people, they probably don’t look authentic. If your local charity or local yoga studio suddenly gained 5,000 fans and that shifted the most popular city on your page from Washington, DC, to Calcutta or Bogotá, your real fans can see that and it is cause for concern.
Thirdly, these purchased fans who are real people often do not have complete profiles and very often do not have any friends. If your primary goal on social media channels is to increase brand recognition through word of mouth marketing, these bought Likes cannot help you. Fake fans have no friends to whom they can promote or endorse your content.
Finally, the biggest reason not to buy fans on Facebook is a simple mathematical equation: it dilutes your reach. We know that Facebook’s internal structures limit your organic reach to fans, meaning that each time you post on your page only about 16% of your fans will see your post UNLESS you pay to promote it to the rest of your fans.
So let’s do the math. If you have 450 fans and only about 16% see your post, that’s 72 fans. Remember that these are authentic fans who organically found your page because they like you and what you have to offer. Real fans are the most likely to comment on and share your posts, spreading your message and endorsing you to their friends.
Now imagine that you added 5,000 fans over night. While 872 (16%) may see your posts (a clear increase in raw numbers), any of those fake fans seeing your post are highly unlikely to do what you want them to do: like, comment, and share your content. A lack of engagement means real fans eventually won’t see your content and won’t share it with their friends. Because of the algorithms around Facebook’s Edge Rank (a mechanism that establishes what posts go to the top of a person’s news feed based on their past interests) the shrinking engagement on your posts can hurt your overall reach.
So now your community engagement will decrease because you’ve just made it harder on yourself to reach those true 450 fans who want to see your posts and are the most likely people to comment on and share your content with their friends.
Facebook Page Likes offer a quick check of a brand’s superficial popularity, but the value of social media marketing is in the content engagement, which translates to word of mouth marketing. If fewer people, or a very small percentage of your fans, are actually commenting, liking, and sharing the content you post, you are not achieving the goals of strengthening your brand and distributing your message.
Facebook Page Likes are a vanity statistic, and the true value on Facebook and across social media is the engagement. Fake fans will not engage with your content, and in the end they will likely end up hurting your brand.
So, stop, think twice, and don’t diminish your brand with fake Facebook fans.
Learn more about checking authenticity of fans
Read this story about how fake fans can damage brands