Lately I have noticed that direct sellers (party plan or network marketing representatives) will like the Facebook Business Pages of other consultants or distributors in their same companies.
Sometimes they do this because they want to be supportive of their friend, or someone on their team, and sometimes they all agree to like each others’ pages in order to help boost the number of likes, thinking that will help increase visibility.
This actually does the opposite and causes some other problems as well.
- When you have “likes” that don’t actually interact with your page on a regular basis, Facebook sees them as “ghost” likes, or even fake likes. It throws off the proportion of people who like your page, and people who engage with your page. For example if you have 100 likes but only 1 person ever comments or likes your posts, it looks suspicious.
- Lately Facebook has been showing on average only 2.6% of business page posts to people who like the page. Therefore, the more people you have on your page who actually want to see your posts, and who could actually do business with you, and the less who aren’t truly interested, the better.
- What good does it do to have many likes on your page but none of them buying, booking or joining? Think of an independently owned franchise store, such as a frozen yogurt shop. Would the owner invite the other fro yo owners to come into his shop and hang out? And encourage them to talk about how they love fro-yo too? While wearing the logo wear of their own shop? So yes the shop may be full of “customers” but they aren’t doing any good, and could be doing damage. This just makes no sense.
- If you do by chance like and comment on other distributors’ Facebook page, because pages are public, a “story” goes out to your Facebook friends telling them you liked or commented on that post, and gives them a preview of what that post was about, where they can also visit it and like and comment on it. This confuses our consumers! Sometimes, if they aren’t familiar with how direct sales works, or are new to you or your company and you haven’t had a chance to build up loyalty, you could even lose them to the other distributor.
- Ideally you are branding yourself, creating a kind of business persona that expresses your personal taste, attitude, and spin on things. This will help you create a community of people who truly like you and are “fans” of you as a business person vs. only being a fan of your product. This is what separates your business page from the company’s page or other consultants’ pages. But when you expose your network to other pages in the company, what if they like those posts better? What if that distributor has done a better job of being creative and compelling in their social media posts? Again, our customers do not always understand how things work and they can either jump ship or inadvertently order, book, or join someone else’s team. Or worse, they call the company and when asked how they heard of the company, they don’t recall. It is important to establish yourself as their personal consultant who serves their needs, answers their questions, and brings them information they can use. When you share other reps’ information, it muddies the water. And yes I have an “abundance mentality” and believe there is plenty of business for everyone, but why make it difficult for yourself?
- There is a chance that other consultants will be so passionate about the product that if they DO comment on your posts, it can come across as inauthentic or “pushy.” I have seen this happen on corporate Facebook pages as well. They will post something about a product and all the consultants will chime in with how amazing the product is. It becomes obvious quickly that the comments are not from customers but from others who have a monetary interest in promoting the product line. Yes you love the product! But non-reps see the overly promotional comments as spammy. Tone it down, and focus on creating value and adding compelling content to your own Facebook page.
- I’ve said this before and I will say it again, liking someone’s page because they like you back is not a good strategy. Building up your numbers artificially always backfires in terms of reach and engagement. Be patient and grow your following organically. Post compelling content, interact on a regular basis and provide value. You will have a much more engaged community!
Watch the following 10 minute video to see what you can do instead of liking other people’s pages in your company.
How to Add Pages (and Profiles!) to Interest Lists
- If you’ve already liked the page, hover over it’s name and under the Liked button click Add to Interest List. Create New if you haven’t already made one up.
- If you have not liked the page yet, visit the page and click the gear icon on the far right and then Add to Interest List. Create New list if you haven’t already made one up.
- If you prefer you can also go to the left sidebar of the Home page and click More next to Interests – then Add Interests to start a new list, and search for pages to add to it.
- You can also do the above for personal Timelines (profile pages) as well.
- Give your list a name and decide whether you want it to be public, where anyone on Facebook can see it and subscribe to it, or Friends Only, where your Facebook friends can see it and subscribe to it (both probably not a good idea in this case!) or Only Me where you are the only one who can see it.
- Once added to an Interest List, simply visit your Home page and look under Interests on the left to find your list and click on it. The news feed will then become posts only by people or pages on that list.
Questions? Leave them in the comments! For more Facebook help, consider joining my Karen on Call program for direct sellers. At $10/mo or less it’s a great way to learn new things and get support on a regular basis for your social media marketing!