What’s the point of “Like”?
Facebook has changed recently, so that it’s harder than ever before to actually reach the fans who “like” you. So should you be spending all of your social networking energy on Facebook anymore?
Across our artist and label pages we are seeing less reach (on average maybe only 5%-15% of your “like” fan-base seeing your posts) but perhaps more engagement than before. Despite more engagement though, the viral aspect off the back of this, sadly, seems to be a bit crap. 100 people might like something, but only 90 people saw it virally. The way the algorithm is set up, getting those likes doesn’t seem to translate into viral success at the moment.
Forgetting the viral element, even just reaching the the mega-engaged fan has become harder. “Like” doesn’t mean they will definitely see your stuff. The only way to really make sure you reach your fans now is to pay.
Put your money where your status update is?
My top tip is don’t click the “promote this post” button. Instead, make your post and then promote it via the Power Editor via “Ads Manager” on the left hand side (Facebook explains how, here). This is a far more powerful tool for creating an ad, and it will help you reach exactly who you want to reach, there is a user guide within it if you haven’t used it before. To get what you used to be able to do for free, you now have to pay. But that’s just how it is.
Remember, things are always changing in the digital social space, and complaining about it is wasted energy. To keep on top of things you have to evolve with it and put the work in. Don’t put all your eggs in one social networking basket.
Fed up with Facebook? Try and get your fans to join you somewhere else. You should be active on lots of social networks. And remember, getting fans’ emails should never ever be forgotten about! We use Campaign Monitor for email: it’s a great tool.
So where else should you be? At the moment, YouTube, Twitter, Tumblr, Soundcloud and even (actually definitely) Google+ are worth investing time in, and at the moment subscribers on those networks will see everything you post (like Facebook used to be).
Have a presence on new networks even if you are not going to put lots of effort in. Currently we don’t really engage as a label on Soundcloud that much, but we are on there and have almost 20,000 followers, as people can find us at and see our big “H”. As soon as we could, we grabbed the URL. Most recently, Instagram allowed you to grab your own URL… Go and get yours!
Your fans are not in just one place, so neither should you be. If you don’t understand an upcoming social network, get to know it by engaging with it. Also, look at traffic stats on your own sites, see where people find you from, it’s an excellent guide as to where you are having success and where your energy is being best spent.
The value of a Facebook like, YouTube subscription or Twitter follow will change all the time, so make sure you have a good understanding of what that is worth to you.
Finally, and I think it’s important to point out, I’m not some Facebook ninja! Most of this is common sense and all stuff you can check out and try for yourself.
So good luck, and I hope the above helps!
To sum up, 3 top tips:
– Sign up to as many social networks as you can, even if you are going to be passive at first
– Never just click “promote this post” on Facebook; always use the Power Editor in ads manager on the left hand side to make a promoted post.
– Don’t complain! If you are not getting the results you want, try something else or sneakily copy someone who you have seen doing cool stuff online (don’t really do that ;-))
Matt Riley is head of sync licensing and digital marketing at Hospital Records. Administering pages for the label and assisting artists like Netsky, Camo & Krooked, High Contrast and all Hospital artists on Facebook, they collectively have well over 1 million likes/fans. Check out our “Who needs labels” interview with Matt here!