The debate has gone on for years, but it is now time to reveal which is better for your company on Facebook, page Likes or shares? To answer this question, let’s dive into some of the positives and negatives of the Facebook page like versus the share.
Let’s start with Facebook page likes.
To be clear, when I say page likes I mean a user has liked your company page and not just a post. One of the strongest arguments for the page like is that it allows users to see your content in their news feed on a consistent basis. This means you must consistently post informative and interesting content on a regular basis or they may unlike your page. Another benefit of the Facebook page like is the social endorsement. When someone likes your page, it will show up in the user’s newsfeed increasing your company’s exposure as well as the possibility of generating more likes. One of the problems with page likes is that Facebook’s algorithm, EdgeRank, does not give as much weight to page likes compared to shares. You are more likely to see a shared piece of content on your news feed than a page like. Knowing that, let’s move onto shares.
As previously discussed, the Facebook share carries more weight than the page like in the news feed. This is also a social endorsement that could generate more traffic to your page than a like can. I know what you’re thinking, it’s obviously the share that is best! Not so fast, there are some downsides to the share. One of the biggest problems is that it does not guarantee that the user will ever see another update from your company or that the user will ever go back to your page. With this in mind, which is better?
Sharing not only weighs more heavily than likes, it also allows the friend-of-the-fan to be exposed to your content as well, which could lead your company to your targeted demographic you are trying to engage. From there, interested people can go to your page and like it. What has your experience been? Do you agree or disagree?