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Many organizations, particularly nonprofits, are panicking over Facebook fan bases declining because deactivated and memorialized accounts are being removed from Page like counts, which is happening on March 12, This article notes that "Though chasing fan counts is silly, the plus side of showing a truer (lower) fan count is that your percentage reach and engagement rates suddenly look higher." It also notes, "Will your page’s engagement rate decline? If you measure engagement (among many ways) as interactions/fans, then yes. If it’s interactions/reach, then no."
This article does a good job of talking about alternatives to just counting page likes as a measurement of Facebook success.
Also - don't just put "Like us on Facebook" in your traditional newsletter, on your web site, on a flyer in your window, etc.; regularly remind staff and volunteers to, please, like particular page status updates (encourage, don't require), and to comment on such, if they feel a comment would be appropriate. And I fully admit that I have asked a volunteer, specifically, to comment on a status update, usually with a question, so I can then answer and, hopefully, others will be encouraged to comment or ask questions (surprising how often it works).
-=-=-=-=-=- Jayne Cravens Author, The LAST Virtual Volunteering Guidebook
Thanks, enjoyed this Jayne. Good information and I like your summary.
www.FundRaiserBasic.comVolunteer TechSoup Moderator
Right on. Digital marketing is the new materialism. We've got to somehow learn that 'more' isn't necessarily 'better' when it comes to sharing good ideas. But on the other hand we're not mind readers (yet) so numbers do make a difference. As you point out, it's engagement that matters. A million page likes can't compare to a handful of well-thought-out comments.
Another good thing to point out is this: any likes removed from your page were inactive. They weren't adding any value to you and probably hadn't been for a while. It can be hard to see your page likes decrease though. It feels like a step in the wrong direction.
Good thing the change will boost engagement and reach which are more important anyway
Facebook recently started deactivating accounts which were created for spamming purpose and I think this will be beneficial because the reach may improve because of account suspension. I think similar activity should be run by other social networking platforms in the near future.
ESDS Software Solution Pvt Ltd.
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