Customers have been asking this: Is there correlation between Facebook likes and sales?
To borrow a line from Reverend Lovejoy from The Simpsons-
“Short answer: Yes with an if. Long answer: No with a but.”
It’s a tricky question. Because no matter how you measure it, the data can lead to two outcomes. One, there is no relationship between a number of likes on a page and sales. Or there is a relationship.
Lets look at the possible correlation between Facebook likes and sales. By the way, the gentleman who bought this up was Kenneth Brewster from Loyal Locals, a local points and reward scheme.
The point of a correlation between Facebook likes and sales.
- The purpose of a Facebook like is to allow Facebook users to register an interest in a product. Either to show they like the brand and therefore want others to identify them with it. Or because they want updates on future releases or updates etc. This scenario rewards current users of a product with brand association, it’s probably already likely that they have bought already. However does that mean that all companies with a large customer base have likes? Of course not.
- Second, a like can be used to spread a message with social media. Either virally or word of mouth. By liking a page, that page is more likely to show up on other feeds and to other people, thereby growing the market share and promoting the company. Does this mean that you need Facebook to grow your business? Again, of course not.
Really to answer the question, we need to think ‘What goal do we want to achieve and can more Facebook likes reach that goal?’. There absolutely is proof that Facebook referrals and likes increase traffic to the site (source), but that still isn’t a sale.
Lets take a new business for example. The correlation between Facebook likes and sales is likely to be low as most people tend to get friends and family first. But how to grow your likes? Easy, publish good content that your customers want to see. The secret between the correlation between Facebook likes and sales is attract your customers with interesting content, then convert that to a lead.
So in conclusion, rather than seeing likes as potential sales, think of them as revenue. It’s vanity really, and if we’re super honest it is really a vanity project getting loads of likes just because someone else has loads. I’d rather have a few likes a year than turned into actual leads than thousands of uninterested followers.