Facebook is cleaning up, in more ways than one

Written by 1:21 pm Digital Focus

Recently companies with Facebook pages have been seeing drops in their page like numbers. If you’re among them, don’t panic.

Recently companies with Facebook pages have been seeing drops in their page like numbers. If you’re among them, don’t panic.

Beginning on 12 March, Facebook – that giant of social media giants – commenced a weeks-long spring clean, deleting all inactive accounts across the platform. This includes memorialised and deactivated accounts. Why? The company says it wishes to “make audience data even more meaningful for business” and “ensure that data on Facebook is consistent and up to date.”

Good move, we say. Because as a company you don’t actually want a puffed-up figure that offers you misleading data about your fan base. Rather 100 avid followers than 1,000 followers who once upon a time liked your page but do not engage with it at all anymore, or never did. The passionate few will always be more valuable than the disinterested many.

So expect your figures to take a bit of a knock and your graphs to look a little depressing, but know that this is a once-off dip that will actually allow you to retrieve more accurate stats in the future.

Stop prioritising numbers

Many companies pin number-based KPIs to their online activities. The better the numbers, the better the performance, so they say. The problem with this approach is that quality can sometimes get forgotten.

But we argue that brands would do well to refocus on quality and stop sweating overly much about the numbers. A quality follower should always be prioritised over a lukewarm one.

If your Facebook community is engaging with you, from likes to comments, shares, and more, then you’re doing well. These metrics really matter, and should be highly valued as indicators as to whether or not the quality of the content you’re posting is speaking to and resonating with your target audience.

Tags: , , , , , , , , , Last modified: March 8, 2020
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