We’ve been developing some social media packages for small businesses and as we’ve looked around at what other companies are offering we noticed that almost all the companies we found include ‘likes’ and ‘follows’ in their packages. Some are even guaranteeing a certain number of ‘likes’ or ‘follows’ each month. Interesting but, we wondered how realistic the numbers were and if that was their only metric for success.
Yesterday, I read Ted Rubin’s Will the Real Definition of “Like” Please Step Forward? a great post and it really got us talking about ‘likes’ and ‘follows’ and how for so many businesses it’s the ONLY success metric they use. They collect ‘likes’ and ‘follows’ like my 3 1/2 yr old nephew collects wrestlers. The more the better. But what are those ‘likes’ and ‘follows’ really doing for business? Will someone who likes your page or follows you on twitter come into your business and purchase something? Ted Rubin says no. We agree.
So what does a ’like’ or ‘follow’ really mean? Not much. A like is that first touch, the first meeting. No business deal was ever closed on the first meeting – at least none that we’ve ever been a part of. Deals and relationships are built over time through conversation, listening and interaction. So when someone promises you 1000′s of ’likes’ and ‘follows’ and that’s how you’ve chosen to measure your success you’re going to be disappointed.
Think about when your customers come into your business would a ‘like’ be enough? Would you think it was a good day if 1000 people walked through your door, gave you the thumbs up and walked out? What if 10 people came in, looked around, asked questions, you learned about what they were interested in, how you might be able to solve their problem and they thanked you and said they’d be back. Okay, so maybe you didn’t sell them anything but you connected with them. You started a conversation, maybe even a relationship.
I don’t know about you but I’d rather have a day with 10 conversations than 1000 thumbs up.
Still thinking about it? Enjoy this great video from The English National Opera.
Janice and Robin are two of the founding members of 
Great post Robin. I look at a “Like” or a “Follow” as the first step of permission. The person on the other end is giving you permission to take another step. Not to start selling to them or being pushy, but to permission to help the relationship to start. Online connections are no different from offline connects, it’s all about one person connecting with another. Many firms want to gather numerous like/followers because they want to build a mass they can then broadcast to. This is old school traditional media tactics disguised as social media.
Thanks Larry really appreciate your tweet and comment. For quite awhile we’ve really that in so many ways social is a return to businesses of old, that focused on building long lasting relationships with people.
Thanks for this post and video! Being new to business, I was surprised to be FBooked by business owners, “Please like my business” when I’d never been at their business and I would not be able to identify the face of the person who sent me the request!
Thanks Andria! Looking forward to seeing you at the next SMC Niagara meeting.