In a recent article titled “Brands Favor Social Shares Over Likes” by Christopher Heine, he discusses how advertisers measure a company’s social media efforts. It is no longer merely garnering “likes” on Facebook, but “shares” have more weight.
” Facebook’s News feed algorithm gives up to 1,300 percent more weight to shares than likes when it comes to what’s shown near the top of a users feed.”- Dennis Yu, CEO BlitzMetrics
Sharing is your on-line word of mouth — the spread of information and getting your message out there. Advertising for likes is important, but working on your content to be relevant and engaging to your brand is critical.
Here at Acara, we work closely with our clients to promote their brand and ultimately gain a following and future client. Lauren Levy, Acara’s Digital Marketing Manager, provides some insight on how Acara works with our clients:
How do you view the difference between Facebook likes vs. shares?
A Facebook Like allows us to reach an individual and allows them to begin seeing our messaging on their newsfeed. A Facebook Share is when someone who likes our clients’ page shares the messaging to everyone on their newsfeed. It extends the reach; increasing the likelihood we will get new Likes and further exposure to the brand, a very attractive prospect when we pepper in our promotional messaging. At the end of the day, shares can really drive new leads for the practice.
How does Acara increase a brand’s shares on FB?
People don’t usually share explicitly promotional content, though we do promote posts that are promotional in the hopes that our Likes share the information, letting friends know about a new service, or a great upcoming sale. We primarily increase brand shares with engaging information: quotes that inspire, interesting beauty trivia and facts, content that brings value .
How important are shares/likes on FB relative to other social media platforms?
Sharing is a common practice across all social media platforms and very important to all of them. People re-pin on Pinterest, re-tweet on Twitter, and post images and share them on Instagram. Facebook is the most active social media platform for our clients and demographic, therefore is holds a lot of weight. However, having a balanced social media platform secures shares across the board.
How does Acara measure a client’s social media efforts?
Social media is about engagement, brand building and driving leads. Success in social media encompasses all three components. If I see that people are engaging with our posts by liking them and commenting, we are doing our job. If I see they are asking questions like, “when is your next upcoming one-day sale?” (which often happens) or “what are your monthly specials?” that’s even better!
- Photo, text, video and links receive the most interest
- Longer posts receive the most shares
- Content posted later in the day between 6-8pm
- Posts published on the weekends vs. weekdays
How is your business gaining Likes and Shares on Facebook?