Quality is better than quantity. I believe in most cases this truly is the case. Especially so, when my clients ask me about Facebook. What good is it to you or your business, if you have 50,000 likes, but only 3 people engage with your posts, and actually see your content as relevant? That’s why if you ask me what is better, Facebook likes vs. Facebook engagement, I will put my bets on engagement.
Let’s look at an example. In the beginning of March I concluded my long term collaboration with Capella Pedregal in the field of social media management. I have been with Capella Pedregal since the day they started engaging in social media, I have helped them set up their social media strategy, and helped its implementation and engagement with their audience throughout the four amazing years. When I was preparing the final social media report, the numbers we had achieved were really the proof of the correct social media strategy; we have developed a loyal and very engaged fan base, who comments, shares and likes our photos, and engages more than in our competition. The engagement on our page is extremely high; in fact – in comparison with other luxury hotels in Los Cabos the engagement on our Facebook page was above all the rest! See the screenshots below:
Facebook Likes vs Facebook Engagement:
Capella Pedregal Facebook fan engagement: 8,272 likes – 1,010 people talking about it
(screenshot taken on March 10, 2014. On the day of this writing, April 21, the engagement on Capella Pedregal’s Facebook page has plummeted: 8,629 likes · but only 361 talking about this)
Las Ventanas Al Paraiso Facebook fan engagement: 8,197 likes – 534 people talking about it
(screenshot taken on March 11, 2014)
One&Only Palmilla Facebook fan engagement: 10,460 likes – 384 people talking about it.
(screenshot taken on March 11, 2014)
In general one would think that the more Facebook likes you have, the better (and bigger) the Facebook engagement will be… But that is not the case. Another example is the Facebook page of Solmar Hotels & Resorts. While they have almost 60,000 people liking the page, only 957 people are engaging with its content – that is less than the engagement on Capella Pedregal’s Facebook page, even though Capella Pedregal at the time I took the screenshot had 7,3 times less Facebook fans than Solmar Hotels & Resorts has. And if you check their Facebook posts, the rate of likes, shares and comments is extremely low.
When you decide to do your Facebook and other social media, create a strategy first, align it with your general business goals, make it coherent with your brand and voice, and only then engage, implement, and be consistent.
For more information on Facebook likes vs Facebook engagement, social media strategies, social media engagement or other questions, you can leave me a comment below, or send me an email here.
