One of the easiest metrics dealers use to judge the success of their Facebook page is how many people like it. It’s also the most irrelevant.
I’ve said this many times and I’ll keep repeating it:
You’re better off having 1,000 fans to your page that can actually do business with you than 10,000 fans that will never spend a cent.
How do you expect to get ROI from your social media efforts if all your social media fans/followers are in Thailand? (Unless, of course, you have a booming export business to Thailand) The answer is, you won’t.
Also, many companies are delivering “fake” fans anyways through shady methods. This article by AllFacebook.com illustrates some of the methods these companies use.
Having a lot of Facebook fans that you bought is meaningless and a waste of money. Companies that prey on dealers with a service that increases “likes” to your Facebook page with random people are scam artists. It’s a waste of money and either these companies don’t realize that (which means they are incompetent and shouldn’t be in the social media business) or they do realize that (which means they are intentionally selling a service that has no value).
Dealers, please don’t fall into the trap of equating quantity with success. If you build your fan base organically with customers in your market, your social media marketing efforts will bear fruit.
If you “buy” fans, you’re actually sabotaging your own Facebook page and social media marketing efforts and you’ll only accomplish one thing:
(P.S. There’s a great conversation over in the DealerRefresh forums talking about this.)
(P.S.S. Yes, I love the gorilla graphic.)