Paul Adams, global brand experience manager for Facebook, has criticsed businesses for focusing too much on the total number of ‘likes’ and followers.
He says in a recent interview: ‘We’re still seeing the fans and followers arms race – businesses trying to gather as many fans as possible. But I think that’s fundamentally wrong. It’s more important to focus on quality, not quantity, of connections.
For example, many brands run competitions on social media platforms. You have to “Like” or “Follow” that business to enter. So the question is whether they are making connections with advocates of their brand, or with people who simply love competitions. If it’s the latter, then they’re filling their social media interactions and data with noise.
As I mentioned earlier, people are often most influenced by their closest friends. So only make connections with true advocates of your brand, and market to the friends of those fans.’