Are Facebook “Likes” Worth Buying?

Posted by Michael Neubarth
Michael Neubarth
Michael Neubarth is Vice President of Marketing for Comparz.com and founder and Director of eMatrix Media Comm...
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on Friday, 16 March 2012 in Comparz Blog

There are companies that sell Facebook likes, putting out tweets like the following to advertise them:

  • Buy 5,000 Facebook Fans/ Like on your Facebook fan page account within 7 Days time #RETWEET #SMM bit.ly/nBaeuU
  • Buy 10,000 REAL Facebook Fans direct to your Facebook fan page within 1-2 weeks! 
  • Buy Facebook Likes from us at excellent prices with fast and guaranteed delivery. 

The question is, are Facebook likes worth buying?

A recent study by the Ehrenberg-Bass Institute found that less than 1% of fans of the largest brands actually engage with those brands on Facebook. As Matthew Creamer of Ad Age reported, for even the sexiest brands, in most cases, less than 1% of fans engage with the brand.  

“This,” said Creamer, “confirmed something many readers already suspected: Facebook fan bases and actual engagement aren’t the same thing.”

A number of reports have cast doubt on Facebook’s active member numbers and its methods of defining active users.

The implications of low engagement are that the cost and effort put into obtaining numerous Facebook likes may not be worth it. Moreover, buying advertising on Facebook is of less value to brands if the audience is not engaged.

As Karen Nelson-Field told Matthew Creamer, the very tiny rate of engagement found across so many big brands in the Ehrenberg-Bass study is significant. The ultimate question, as she noted, is the cost effectiveness of engaging such a low percentage of fans.


 

Comparz provides user reviews and rankings of software services and tools for small and mid-sized businesses. Click here to view Comparz' business software rankings.


Michael Neubarth is Vice President of Marketing for Comparz.com and founder and Director of eMatrix Media Communications. Michael has a comprehensive marketing, communications, PR, analytical, and editorial background, including strategic marketing, communications, and market intelligence roles at IBM, FatWire Software, and Brodeur Worldwide, and as an analyst at Meta Group covering advanced technologies. His experience includes roles as editor-in-chief of Internet World, NetGuide, and Windows magazines, and expert contributor to CIOzone.com. Michael is a well-known writer on information technology, digital marketing, and social media issues, and his articles and blogs are cited widely online.

Comments

Guest
Stephen Wednesday, 28 March 2012

http://www.donnaklinenow.com/bIG nEWS FOR ipo and FACEBOOK! iNVESTORS NEED TO READ! Thanks, Comparz. People need to read and learn! Lots happening!

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