Be prepared: Your Facebook Page Likes Might Drop Significantly

A Facebook Page Like “Clean-Up”

 

Facebook Announced that it's removing Page Likes by inactive accounts

 

If you are managing a Facebook Page, don’t panic if you notice a significant drop in your page likes in the next few weeks.

Facebook announced that it will be “making Page likes more meaningful” by updating the way Page likes are counted, and by removing “memorialized and voluntarily deactivated accounts” from the Pages’ like counts.  If later on a deactivated account is reactivated, that account will be automatically re-added to a Page’s like count.

To put it shortly, this means that all the Page likes that come from accounts that have been inactive for a long time will be removed, whether these are real accounts or so-called “fake fans”.

Although a drop in the number of Page likes may seem negative, this is really a positive thing, as the inactive likes were not following your page’s posts anyway.

 

Benefits of the cleanup according to Facebook:

  • Business results: By removing the inactive accounts from your Page likes, you will get more updated insights of your audience and it’s easier for businesses to find new fans and similar people through more accurate lookalike audiences.
  • Consistency: Facebook has already filters out likes and comments generated by deactivated or memorialized accounts from individual page posts, so this update keeps data consistent

 

So although the drop in the number of likes might be small or a significant one, do not worry. Quality wins over quantity, and having a more active audience means that your posts will be seen by the people who are the most important to your business and your engagement rate might end up going up!

The roll-out of the clean-up will begin in the 12th of March, and might take a few weeks to complete.

 

Read more about the cleanup here:

TechCrunch

AdWeek

New on Facebook: Call-to-Action Buttons on Business Pages

Facebook announced that it will be launching the possibility to add Call-To-Action (CTA) buttons on its Business Pages. (Update: Call-To-Action buttons are now available worldwide.) This new CTA feature helps all Pages to drive business objectives and to build new ways to interact with people.

The call-to-action button highlights your business’s most important business objectives right on top of the Facebook page. The CTA will show up at the top of your business Page, on the left side of the Like button.  You can link the buttons to any destination, as long as they are aligned with the business’s goals.

 

call-to-action- button on Facebook

 

The available action buttons are:

–          Book Now

–          Contact Us

–          Use App

–          Play Game

–          Shop Now

–          Sign Up

–          Watch Video

 

This means many new possibilities for businesses. You can have people sign up for a newsletter, contact you directly or even purchase a product directly from the Facebook page.

The new feature has already proven to be very profitable. Dollar Shave Club  was testing the Sign Up button for three weeks and noticed a “2.5x higher conversion rate versus other comparable social placements aimed to drive new user acquisition.”

Start planning the best strategy  and call-to-action to use for your CTA buttons and be ready to take full advantage of this great new feature right away.

The call-to-action feature will roll out in the US over the next few weeks and worldwide in 2015.