Scribbles + Spade

Reality Check No. 3: Likes Don’t Equal Love

river stones stacked by a mossy river bank

We’re not going to be FANS of every brand. But even the ones we do LIKE, we may not LIKE-LIKE, let alone shower them with tons of social media LIKES. They might just be convenient to buy from. Because, you know, you need to get a new, basic rake or canned air for your dusty keyboard or a cheap pair of socks or whatever.

But then there are some popular companies that totally ROCK. Their products and services are spot-on. You LOVE drinking their drinks. You like the quality of their clothing. They have really friendly and straight-forward customer service options. Maybe you know the owner! Maybe it’s a local business. Say it’s your vet, your dry cleaner, your accountant. As long as they’re working around town, you’ll keep going to them. Why? Because you ADORE them, honest and truly.

Those types of brands and people are rare. But they’re not out-of-reach.

In fact, your organization can take hints from them and rise above your competition too. There are lots of ways to market your company and spread the word about how AWESOME you are. Sometimes that’s social media, and stacking a lot of great content in your channels. But does that mean you’re automatically cultivating LOVE? Of course not. That’s why we’re talking about a Reality Check.

No matter how many LIKES you get, it doesn’t mean people actually LOVE what you’re all about.

Hear us out. This doesn’t mean that you shouldn’t LOVE to get LIKES. It’s fun! It’s a terrific dopamine hit! But it’s not the goal.

Listen again: LIKES are NOT the goal. Not necessarily. What you’re really after isn’t about collecting some magic number of FOLLOWERS to make your brand the most popular, most quote-LIKED-unquote business around.

YES, tracking your social media engagement (e.g., your LIKES and COMMENTS and all of those SHARES) is important. But those numbers may not accurately reflect what’s going on in your world. They might be skewed.

They might be all social media TALK and no ACTION.

People might LIKE your pretty pictures and clever wordplay. But if they aren’t actually doing business with you, then are they really in LOVE? Maybe they’re only FLIRTING.

“Okay,” you say. “But if people hit that LIKE button online, doesn’t that mean they’re helping to raise awareness about what we’re doing at Company XYZ?”

To that we say, “Sure.” But you still need to keep call-to-actions in mind. You still need to encourage those FOLLOWERS to take the next step and CALL YOU. To come in and see you for a CONSULTATION-DATE. To leave you little lovely notes in the form of TESTIMONIALS. These actions help validate your relationship. In the grand scheme of things, a LIKE isn’t enough. You need to CONVERT to LOVE. Otherwise, what’s the point? LIKES are kind of hollow without that LOVEY feeling behind them.

More importantly (ahem, majorly more importantly): Not everyone is hanging out on social media.

Your primary demographic of IDEAL customers or clients may have NOTHING to do with social media marketing at all. They might prefer snail-mail and paper type items. You might get most of your business from insurance agents. Or realtors. Or that cute coffee shop around the corner because they have a lot of foot-traffic and that helps people wander onto your own turf.

And if your social media LIKES aren’t where you want them to be?

Fear not. Building your social media base takes time. And your number of LIKES doesn’t really matter if people are just tapping that button out of habit.

Loads of people might be in LOVE with you and your brand without expressing that outright online. They could very well LOVE seeing your delightful content pop up in their feed, but they might be sort of shy and quiet. Those feelings are still VALID. Especially if those people (those invisible people you can’t count with your social media stats) are the ones who sing your praises in PRIVATE with their best friends and family.

So ask those new faces who do business with you how they first heard about you! KUDOS if they stumbled across your brand on social media. But, also FANTASTIC if they’re a newbie because their sister-in-law was raving about you at last week’s luncheon. You’ll know you’re LOVED when business is looking up, or even BOOMING.

We want to have a first date with you. Send us a message so we can have a marketing brainstorm!

  1. November 14, 2020 -

    […] That being said, we grown-ups are also susceptible to the lure of social media for validation. (Which we explored in an earlier article.) […]

  2. February 24, 2021 -

    […] legitimately want to support. But we all ought to play it cool. These are transactions. (Recall: Likes Don’t Equal Love.) When your marketing efforts are working to convert prospects into customers and clients – […]

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