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Carefully approach buying ‘likes’
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There is something to be said about being popular. Think about it this way: Followers on Twitter and “likes” on Facebook create social media credibility and can raise businesses from shambles to stardom. In a competitive market, social media prominence can make or break the credibility of an office. Many businesses know that a few thousand likes are as good as gold in promoting their brand, and this has been noted by other entrepreneurs who sell those likes.
Obtaining likes is a tedious task for many small businesses, and I most often get asked: What is the best way to get likes from patients on my Facebook page? I would refer you to my article on being liked: “Give your Facebook users a reason to ‘like’ you” (February 2012). There are various other ways of getting a like, and there are many businesses that can sell you as many likes as you want or need.
There is nothing like instant gratification and seeing your Facebook page go from 4 to 2,000 likes in a day or two. But consider this: Just last year Facebook made it a point to close some 83+ million accounts, many of which were identified as fraudulent and created just to promote the selling of likes.
Buying likes is your personal social media anabolic steroid to nowhere. The new engagements will give you enough of a boost to start your Facebook presence and reputation, but do not expect them to be customers. Watching your page rake in a few hundred fans overnight guarantees nothing. Consider the fact that buying likes is essentially fooling people into liking you. The premise here is if people think you are reputable, other people will tend to like you. But unless you do something with these new likes, they will be of no value to your business because they are not real connections.
Also consider that this type of practice can be considered unethical. These accounts are used solely for the purpose of liking you, contrary to the intention of social media to engage with your patients and friends.
People who use Facebook will be suspicious if you have 2,000 followers but just five interacting with your posts, six liking your comments or only 100 check-ins in your office.
With that said, buying likes might just be a way to boost your online presence and get you excited about social media.
However, handle it carefully. Temper your efforts by reducing the number purchased at a single time and phasing them in over time.
Stay your course and encourage your patients to like your practice. The average optometric practice that has reached critical mass has 7,000 patients. We have to satisfy people at a rate of greater than 98% so most have had a good experience. It is better to reward your own patients who like you than paying money to buy likes.