Social Media Monday: Likes, comments or shares?
Welcome to this week’s Social Media Monday, where we answer your social media questions. You can submit questions via the comments below or by email to firstname.lastname@example.org.
What is more important, likes of a post, conversations from the post, comments or shares?
Answered by Josh Chiles, Engaged!
Lets take a look at what each action generates. I will use Facebook as the platform for these actions. When a Facebook person clicks “like,” Facebook automatically creates a story to show in the News Feed of that person’s connections (their friends and family). And the same is true when a Facebook person leaves a comment. The story Facebook automatically creates will say something like “John likes Boats Marina’s photo” or “John commented on Boats Marina’s link [insert comment here].” When a Facebook person clicks “share”; the post, picture, link or page they share also shows in their connections News Feed (but as a direct action, not an automatically created story).
So what’s more important? They all carry some weight as they can spread throughout Facebook organically (which increases your impressions). But some do have more weight than others. We give our clients a social media value report each month to put a dollar amount on each one of these actions. Our algorithm puts the value in this order: like, comment, share (the most valuable).
The reason we value a share more than a like or comment is simple. When a Facebook person shares your content, they are putting their stamp of approval on your content, or simply put, they’re recommending you to their friends and family. The power of recommendation is extremely powerful with social media. Many surveys, reports and consumer feedback show friends and family recommendations are one of the biggest reasons why people make a purchase of a particular product or service.
Another reason we value a share more is from the recent changes to Facebook’s News Feed. In the new News Feed, Facebook people have the choice to view different feeds, from the traditional News Feed, to “Following,” to “All Friends,” to “Photos Only” and so on. When you post content on your company Facebook page, that content only show up in two feeds (News Feed and Following), but when a Facebook person “shares” your pages content, your content can then show in the “All Friends” feeds, too!