For years, garden businesses measured their social media presence by how many “likes” they acquired. Particularly on the platform that first introduced “likes” — Facebook.
Facebook has undergone numerous changes over the past decade. Just a few years ago, you needed to have more page likes to have your content served to people — it wasn’t even an option for people to comment on a brand’s post unless they liked the page. As Facebook grew, a larger number of page likes meant that more people would see your content and possibly engage with it.
Social media marketing continues to evolve as newer platforms like Instagram and Snapchat bring new features. Metrics that were once relevant, have lost their luster in light of news feed changes and competition for finite amounts of news feed space.
Having social influence online and in-person is still necessary for brands to thrive. Users look to one another to validate brands and what they have to offer, however there are more relevant ways to measure your garden brand’s impact on social media than page likes and followers.
Read more to learn why...