9 Questions You Must Answer About Your Facebook Marketing

Struggling on Facebook Answer 9 Questions

You ooze desperation. It’s a bad look.

Today, I received a message on my Facebook Page that went like this…

Hello found you on IYL ladder please pop over and check us out too [link to Page]

What the hell is an “IYL Ladder?” Actually, I had a pretty good guess. I’ve seen this kind of garbage before. One quick Google search, and my suspicions were confirmed.

Nearly identical messages were posted on hundreds, probably thousands of Facebook Pages.

Copy. Paste. Desperate. Dumb.

“Ladders” are really no different than the old “Tagging Sessions” schemes that I had documented back in January. These are networks of people who will mass-Like Pages in an effort to get everyone’s numbers up.

Yippee! We all get new Fans! Everybody wins!

It’s a bunch of bunk. Don’t participate in “ladders.” Don’t participate in “tagging sessions.” Don’t participate in buying Likes.

They get you absolutely nowhere. In fact, it’s worse than getting you nowhere. You are swimming with the scourge and scum of the Facebook marketing world.

Are you proud of that?

Look, I totally get that many of these people mean well. They are frustrated, desperate, budget conscious, misinformed or all of the above. They don’t know how to grow organically, so they go for the quick fix — or possibly last resort.

It’s proof that you have no idea what you’re doing. That you don’t know what translates into success online. You are valuing the wrong data. And it is a good way to make your brand look clueless.

It’s a freaking rat race to see who can get the most Facebook Fans. Meanwhile, you’ve built a house of cards.

“Hey, look, Mah! I have 3,000 Fans! Do they listen to me? No. Do they lead to business? No. Would any respectable business approve of how I got there? No. Is all of this likely destroying my EdgeRank? Probably. But… 3,000 Fans!”

You know it doesn’t feel right. There’s no way you actually think that any of these people care about your Page… right?

This ain’t 2008, people. Stop acting so naive. Don’t play the “I had no idea this was wrong” card. You know it is. And if you don’t, you might wanna call the doctor and inquire about your missing conscience and common sense.

Think I’m just being an insensitive jerk who doesn’t understand because I actually have a pretty solid audience? Look, my friend. I’ve been there.

I’ve struggled. I’ve struggled hard. My Facebook Page, in its early days, was a depressing place. In November of 2011, I wrote 38 updates. You know how many of them received at least one Like or comment?


I created a video to celebrate reaching 65 Likes to thank all of my Fans. Do you know how many people commented on or liked it?


But I didn’t give up. I’m a stubborn and determined bastard. And after a lot of hard work, I put my Page in a nice position.

I got here because I focused on what was important. I spent very little money, particularly in the first six months. The growth was natural.

In other words, you can do it, too. But stop making excuses, and stop looking for shortcuts. It’s time for a little tough love.

Want to be successful on Facebook? Begin by shifting your focus away from number of Fans or Likes. This does not determine success. The number is often a product of success, but does not lead to it.

Get it?

Focus on answering the following questions:

  1. What value can I add?
  2. How is my Page or brand unique?
  3. What can I write that people will want to read and share?
  4. How can I be interesting?
  5. Why should someone want to Like my Page?
  6. Once I get the Fans, what will I do with them?
  7. How will a Facebook audience be good for my business?
  8. How will a Facebook audience lead to revenue?
  9. How will my Page reflect my brand’s values?

If you can’t answer all of these questions, your Page has no value. No purpose.

No soul.

But not all hope is lost. Stick with me, kid, and we’ll get you there. Just listen to your gut and do what you know is right.

Work hard. Stay focused. And be a stubborn and determined bastard.

  • http://twitter.com/seerichards Chris Richards

    Nice rant. Totally agree :)

    • http://jonloomer.com/blog Jon Loomer

      Thanks, Chris!

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  • http://www.signalhq.com/ Signal

    Love this. And one thing to be noted: gaining traction in the beginning is always harder because your reach is so much smaller. With 87 fans, even with a decent percent of them sharing, you’re not re-appearing in too many feeds. It’s hard not to get sad when you see 0 likes and 0 comments, but eventually things pick up. Important to remember to keep at it, tweak your content, and don’t get discouraged. Great post!

    • http://jonloomer.com/blog Jon Loomer

      Thank you! Absolutely, it’s tough. It’s why so many people give up and it’s why so many end up taking shortcuts. People just need to stick it out, do the right thing and it’ll pay off… eventually!

      Thanks for reading and your comment!

  • http://www.facebook.com/kerry.armour Kerry Armour

    This is flat-out awesome sauce. Egads it’s good to read stuff like this. So many pages out there doing it all wrong and you KNOW they know that they’re doing it wrong. I am proud of every single organically grown follower I have. I will keep at it until I have done just what you say here, answered yes to all 9 questions and made sure my page has a soul. Thanks for the huge inspiration!

  • makemyblogmoney

    Finally! It’s about time someone addresses those tagging sessions and Fan Page circuses that usually appear on “Friday”…I have never thought this was a good idea…but people that talk about it say exactly what you just said..”Hey, I got 50 fans from that” …Yeah, 50 fans that cover bloggy mom niche’s all the way to cooking! That’s a great strategy for getting targeted fans…

    Poop on em, that’s what I say!

  • http://twitter.com/AngeliqueDuff Bright Spark Media

    I agree with your rant Jon :)

    Now the new thing is “Fanpage Friday” – and I see a lot of big-name people in social media circles doing it too. A like-ladder by any other name…

    I get why THEY are doing – hosting the Fanpage Friday Party means that they are getting a lot of engagement, helping their own Edgerank. Those who participate by adding their name in the comments are helping the Fanpage Friday host, more than helping themselves.

  • http://profiles.google.com/101.mccarthy Karen McCarthy

    Thank you! Well said.

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  • http://www.BlitzMetrics.com Dennis Yu

    Jon– love the rant! Can’t wait until the conversation shifts from fans to engagement to eventually real world results. Meanwhile, expect to be bombarded by an infinite parade of snake oil varieties.

  • Micky Deming

    Excellent stuff and straight to the point!

  • Archie

    Had a meeting with a client yesterday, and he asked “So how many of our fans are fake?!”

    I was so happy he asked, because I got to answer. “Actually, none. And you know why?! Because if I went a bought fake fans, when I come and report to you about how the page is running, and I have poor interaction and nobody is seeing it, do you think I’ll be able to come up with convincing answers that will enable me to resign a contract with you?!”

    He smiled and we quickly moved on to real business.

  • CJ Grambo

    Here’s my confusion on this rant though, we talk about not “buying” fans, but many of the key engagement generators we use on Facebook is contesting. Contesting, though extremely effective as an engagement tool also generates likes, likes that could potentially be seen as “bought”.

    I use this post as an example. Would you say i’m buying fans here or am i value offering in return for engagement. This post also generated 26 likes on the page, without asking for those likes in contesting. But where is the line drawn? Just looking for some clarification.