Thursday, February 07, 2013

Getting people to “Like” you on Facebook is not that easy

At the risk of simplifying the most popular social media site in the world, I can offer a primer on Facebook. In connection with your personal Facebook account, you know that you can “like” certain concepts or ideas. As separate from having “friends,” you can click “like” on the page for a company, charity, personality or cause. This enables you to access their information and review the comments, photos and news that they post in their Newsfeed.

Most of the time, at the individual level, you will “like” a page because you have a personal interest in the subject matter. However, there are plenty of people and companies who create a page in order to use the feature for promotional reasons. This is a smart move that any reputable PR agency would recommend, as long as it’s managed properly. Basically, users are seeking to market their business via social media outlets and they need others to like their page in order to spread the word.

So from the page owner’s perspective, the process of getting users to “like” the page is much more complex than the social user who wants to share photos and listen to their favorite bands. But Facebook is constantly changing the formulas it uses to put people in touch with other people. Likewise, these modifications alter the ways that users are put in touch with products and companies based on their interests. You might understand it today and be able to apply the complicated formulas to gain an immediate advantage. But as the head of one of the top PR agencies in New York, I can assure that the powers that be at any social media site will be tweaking it tomorrow.

5WPR engages in an aggressive campaign to both understand these formulas, and it’s no easy feat. Any other PR firm might call it a day and offer advice on how to make changes to influence users to click. However, our team goes a step further to digest the formulaic modifications and prompt our own changes in ways that will encourage more “likes” on the pages of our clients. Our clients deserve 100% of our efforts, and we never leave a job half done.

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