Social Media – Quantity or Quality

I see billions (well maybe not billions) but a lot of articles all talking about Facebook “Likes.”  Some of these articles attempt to assign a value to a Facebook like.  Some discuss how to get 2000 likes in a day. Others insist that you should only be concerned with the small percentage of likes that engage on your business page, lot’s of likes mean nothing or get as many likes as you can. There are many variations on these discussions and everyone seems to have a different opinion. It reminds me of the old joke about even if you line up all the Economists in the world, they would still point in all directions.

When I was recruiting, the gentleman that taught me the ropes had a saying, “Quantity is King, Quality is Queen.”  In the recruiting business that meant, make as many calls as you can, that was the quantity. What emerged over time was the quality aspect.  As I spoke to more potential candidates, my presentation got better and my ability to more quickly qualify if the person I was speaking to was a great candidate improved dramatically.

I don’t have any empirical evidence to substantiate my opinion other than plain old common sense but it stands to reason the larger the pool of Facebook likes you have, the larger the number of engaged users you have.  Sure the percentage of active, engaged users might be a low number, under 5% but 5% of 100 equals 5 and 5% of 10,000 equals 500.  You do the math.  I would consider engaged users a measurement of quality.

Keep this in mind as well, recruiters classify candidates into “active” and “passive.”  Active candidates might be equated to engaged Facebook likes.  Passive candidates might be those that lurk in the social media shadows, are hard to track but do keep on top of what is being said on your Facebook business page.  For whatever reason, recruiters place a higher value on the passive candidates.  I have some social strategy thoughts on this.  Stay tuned.

From a cost perspective, it would appear to me (again with that common sense argument) that over time, if you are doing things right, your cost of acquisition for a Facebook like will drop.  You might have to spend money and put in a lot of time to get your first 1000 likes.  I doubt you will have to spend an equal amount, in both money and time, to get to 2000 likes.  This article isn’t about creating content or engaging customers who have liked your business page or getting any social lift from your likes,  it’s simply about quantity and quality.

We’ll try to get into those mud holes at a later date.


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