How much is a Facebook post “like” worth? What about comments and shares?
In order to attract more traffic to their pages, many admins will posts messages encouraging fans to Like, Comment & Share to help a sick child, a starving family, a disabled veteran, an abused dog…
They aren’t asking for prayers, and they aren’t claiming to spread awareness about the disease, hunger, plight of military vets or animal cruelty; they are claiming that each Like, Comment and Share is worth money to the victim in the photo. How? Because, they claim, Facebook will pay for every action taken by fans.
Of course, most of us know that Facebook won’t donate anything for these actions. They’ve never agreed to. The post author is simply lying in order to get sympathy traffic to their page and increase their fans in the hopes of promoting their scam products later on.
That and the moral & legal issue of exploiting an animal or another person for the purposes of gaining more Facebook traffic aside, an important lesson is to be learned here.
Post likes, comments and shares aren’t a bottom-line metric of success…for anyone who is using social media to drive more business. Each of those thousands of likes doesn’t put one single penny in the bank, let alone the dollar claimed by the original poster.
While these metrics are useful in other ways to garner more traffic and get some of that oh-so-popular word-of-mouth buzz, the ultimate success metric is more money in the bank for your business. How do you know you’re getting this? More phone calls & appointment requests are the best way to measure success for any marketing plan, including newsletters, Google advertising, billboards, TV and radio ads…I could go on. And our specific tracking mechanisms are in place to provide this metric for all of our clients.
Watch the video to see how we measure success on our interactive marketing efforts for our clients:
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Find out how we can grow your business using interactive marketing campaigns that have driven over 200 phone calls into our clients’ practices per month*.
*Of course, results vary, and these are some of our more mature accounts. We will discuss expectations for your account when meet to discuss what we can do for your business online.