Facebook Likes or Engagement? What you should be focused on to get results

To like or not to like? That’s the question at hand. So, I know on social media right now, a lot of people are… And you may be either a business owner or you may be… Or you may work for a corporate company. You may be in a campaign, that you’re a part of a campaign, and one of the metrics that a lot of people are still really concerned about is the Like and hitting that Like button. Pow, smash, hit the Like. And really, you should not be concerned with the Like. That’s not the end all, be all. People have goals. And by the way, the place where I like to shoot my videos the most is in the car because that’s where I think a lot. So if I’m waiting, waiting on my daughter, something like that, I shoot my videos in the car. It just works for me.

So, to like or not to like? You may be a part of a campaign, you may be a part of something, and one of the metrics or the key performance indicators that they have, or goals for you, is to measure Likes. And I think that’s actually wrong. I don’t think you should be measuring Likes. Because guess what, if your emotional trigger is not… You have to emotionally trigger people to like this. Okay? So that means that they’re comfortable with you already, or the topic or the subject at hand is something that they’re familiar with. You’ve gotta understand the customer journey and how it all works. It works from awareness, where people know absolutely nothing about you all the way to being a promoter, where now they are promoting you and they know you… Remember, one thing we’ve gotta realize, you don’t get married to the person that you’re getting married to on date one. It just doesn’t happen like that. You don’t get married all of a sudden. You don’t meet somebody all of a sudden and the next thing you know you’re married. It doesn’t work like that on date two. You date. Some people date for 10 years. Some people date for one year, some people date for three months, and they get married. It all depends, it all depends. So if you’re getting measured by the Like or the Dislike, I’m telling you right now you need to not worry about that, because what you need to really pay close attention to is the engagement.

How much engagement are you getting from this piece of content that you’re putting out there right now? Are people resonating with your message? Are they in the right stage of the customer journey in order to interact with you? If they’re just in the awareness stage, they wanna see some more from you. They wanna be more comfortable. They wanna know if you actually know what you’re talking about, and you can solve some of their problems and issues. Find out who your audience is. First things first, find out who your audience is, who you’re trying to target, and create content for those individuals. Just pinpoint target these individuals so that you know them back and forth. You know what they like, their dislikes are. And how do you get to know that? All by testing. You can’t just put a post out there and expect you’re gonna get a Like. It just doesn’t work like that. You can’t put something out there and think it’s just gonna resonate with everybody. It just doesn’t work like that.

There’s some people, behavioral things that they have, how you present your message, they may not resonate with that. It just may not work. So it’s not gonna work with everybody. So don’t get caught up on the Likes or the Dislikes or just get caught up on engagement. Are people actually engaging with your content? And guess what? Your content might suck. And if your content sucks, nobody’s gonna engage with it. ‘Cause if it sucks, then it just flat out sucks. So you’ve just gotta get better. That doesn’t mean you can’t get better. Continue to improve your content, continue to make it better, continue to put stuff out there, continue to try, continue to fail, because the only way you’re gonna get better is if you continually fail. That’s really the only way you’re gonna get better.

And people all the time ask, “Okay, so you’re shooting videos. I don’t like to shoot videos. I don’t like to get in front of the camera.” Well, do what’s best for you. For me, I sit in my car, I have thoughts, I put them out there, and then I shoot a video and I put it out there. I don’t write a script or anything like that, unless it’s for something where I’m on stage or I’m doing something like that, I have stuff scripted out. And then, I memorized it, commit it to memory, and then I go with it from there.

But the premise of this whole thing is don’t get caught up on the Likes, because that’s not the key performance indicator that you need to be worried about. Because a Like doesn’t mean anything. For somebody to smash that Like button is not what you need to get caught up on. Get caught up on engagement. You could have 2,500 people like your page, but you only have a handful of people engaging. And that’s where all kinds of different metrics come into play. And that’s probably something that we could work on and dive deeper into exactly what are some of those metrics that you need to be worried about, but engagement is number one. Make sure people are engaging with your content. That’s just a fact. It doesn’t matter how many times you post. It doesn’t matter how many Likes you get? It matters how people engage.

So, I hope this helps you out. If you’re getting pressure from your management team or you’re getting pressure from somebody and they’re gonna gauge you on the Like factor, tell ’em to contact me or tell ’em to watch this video, it may help them out to. Hey, this is Lincoln Parks. See you guys on the next video. Take care.