‘How long did it take you to clear your bowels today? Please tell us and Like this post!’
That is an actual post I saw from a brand on Facebook today. I jest, however it may as well be as there is a real stench around the activity on many Facebook business Pages right now.
Chasing the Edgerank
In case you don’t know, Edgerank is the algorithm that Facebook uses to determine what updates or content appears in a user’s News Feed and how prominently (or high up) it is displayed. I’m not going to go in to the nitty gritty of how it all works, but the basic premise is, that if a update receives a high number of likes, comments or shares, it stands a better chance of featuring on a News Feed.
Quality is Suffering
Simple updates, such as questions or a photo upload tend to receive high levels of interaction from ‘likers’ of a Facebook Page. Going down that route is not necessarily a bad thing, and I would even say that a blend of simple versus more complex posts is a wise path to follow, but the emerging trend of Facebook Page owners asking their audience to ‘like’ every post in order to try and influence their Edgerank score is just plain crass and really shows a lack of respect for the people that have decided to give you the time of day.
How about actually re-focusing on quality? Yes, Facebook have given less emphasis to brands in the News Feed, but taking the easy route of pestering people for likes is a crappy way of trying to combat this. Take a step back and use your creativity to deliver content that will make people naturally want to like (or comment or share) your updates. You are getting the best of both worlds here – happy fans revelling in the wonderful ass-kicking content you’re supplying them, and the real possibility of a tasty looking Edgerank score.
Likes are Shallow Anyway
It takes a split second to ‘like’ an update on Facebook. Yeah, it’s an indicator that a person has a positive reaction to your content (although on a personal level, I think I could post ‘I just skinned three kittens alive’ and it would receive some passive likes) the real quality interaction takes place when a user is inclined to comment. I don’t mean a response to questions like ‘____day is the best day to eat burgers’ but responses to content that really gets people thinking and gives you a little bit of valuable content back. That’s what Page owners should be aiming for. In my humble opinion. Stop the pestering for likes and actually use your brains people.
A Note to the RSPCA
I have never skinned a kitten. I love animals, especially cute kittens and can’t imagine how anyone could ever hurt any animal. The RSPCA do amazing work across the UK to protect animals.
Am I being over-sensitive about brands, businesses etc trying too hard for ‘likes’ on posts? Do tell.
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