Social media likes are nice … but what’s the value of a like? How much do likes really matter? There’s a strong business case to be made for leveraging social media as part of your business-to-business (b2b) content marketing strategy; however, it has very little to do with how many people like your posts.
What’s the Value of a Like?
Harvard Business Review (HBR) conducted 16 studies on the value of a like and found “no evidence that following a brand on social media changes people’s purchasing behavior.” Furthermore, HBR concluded that merely liking a brand, or its content, on Facebook has “no enhancing effect on the purchasing habits of friends”. They did find an increase in purchase intent as a result of social media advertising; however, running a successful advertising campaign doesn’t have an impact on the value of a like.
Social media doesn’t function the way many b2b marketers think it does. Likes are nice; however, they aren’t necessary, and it’s pointless to evaluate their transactional value in a b2b sale. There are better ways to understand the efficacy of a social media campaign. For instance, b2b marketers can measure the cumulative effect of social signals on their search engine optimization (SEO) efforts.
What are Social Signals?
Social signals are based on two factors (both are relatively easy to control):
- Your companies activity on its social media platforms. The SEO consultants at Moz explain that sharing blog content via social media platforms is “like dropping another hook in the water … [each time, creating] more opportunities to rank for related search queries and accrue inbound links, which, in turn, strengthens the authority of the domain as a whole.” In other words, publishing more content and leveraging more distribution channels (such as social media sites) increases your search presence which eventually translates into more sales.
- The specific actions that your audience takes. Your audience doesn’t necessarily have to like a post in order for search rankings to improve. Moz explains, “Simply having a presence on each social channel creates inbound links and helps to establish the credibility of your brand.” Additionally, search engines weigh a number of variables including your total number of followers, your total audience reach, and how many people view your content.
Measuring Campaign Performance
While social media likes do carry weight, they are not the end-all, be-all. There’s a lot more to evaluating b2b social media performance than determining the value of a like. B2b marketers often measure performance based on the number of likes a post generates; however, sharing b2b social media content is less about who likes a post and more about leveraging social media platforms to index your content. B2b social media marketing is about driving quality traffic to your website.
If you have a content marketing strategy that isn’t working or would like to build one from the ground up, we’re here to help! 8020 Digital Marketing is a professional content marketing agency with over 10 years of business blogging, content strategy, and content creation experience. Contact us to request a free consultation and evaluation of your current content marketing efforts!