3 Reasons Why I Don’t Care If I’m Liked
A newspaper editor friend was telling me that, these days, “the bosses” are judging the value of a journalist’s reporting by the number of “Likes” tabulated for each published piece. Careers rise and fall with the analytics and it would seem that the Pulitzer Prize is no longer a guarantee you’ll be tapped for a new assignment (or remain on the payroll). Likeability is the new coin of the realm. This point-and-click value system drives me crazy. Here are “3 Reasons Why I Don’t Care If I’m Liked.”
#1 I Want to Be Loved. Why Settle?
There’s no icon for this emotional reaction but if there were, it would be red in color with bold face type and click to my direct phone line or business deposit account.
It would mean that something I did, said, or shared created a reaction, satisfied a need, begged a response, closed a sale. Or to be more specific: prompted a call-to-action.
Content that compels -- that personally connects -- makes the reader or viewer stop and think….about doing something (other than clicking a jaunty “thumbs up”). Like doing what you hoped they would in the first place: making a phone call…sending a personal email...setting up a meeting…starting a relationship…buying what you’re selling. Quality Leads -- not Quantity Likes -- usually translate into revenue. Lots to Love about that…
#2 Click Baiting is Like Speed Dating. No Commitment in Sight.
Why do you suppose that 90% of the highest-read online content is in the form of a list?
10 Boot Styles that Will Drive Him Wild.
5 Foods Guaranteed to Stop Your Heart.
4 Cities Where Your Pocket is Most Likely to be Picked.
“Listicles” are a quick read and generate beaucoup clicks, which in turn generate an insane number of Likes (and apparently guarantee job security for their author).
Clever headlines are the secret ingredient for pulling readers in, as are unique visuals, including colorful infographics. Consumers tell all their Friends about theses postings immediately (Like/Tweet/Share). Interestingly enough, they do the same with long form content that contains a snappy headline and brilliant first paragraph.
But don’t get too full of yourself, content creators. On average, online readers are spending a total of 15 seconds scanning your thoughtful pieces. (And you thought they were drawn to your story, in sync with your opinions, excited about your new product offering…).
Is it any wonder they never contacted you or took the relationship to the next step? A big part of your audience won’t “stick” to your content long enough to get it. Not too much to Like about that…
#3 You’ve Read This Far. My Work Here Is Done.
So how can you keep your audiences hanging in ‘till THE END? The most valuable online audiences are the ones that keep coming back for more. And they keep coming back because they like what you have to say (but don’t necessarily always “Like” it) and view your content in its entirety (or close to it).
There are all kinds of analytics now that will tell you who is opening your stuff and what they do with it before moving on. But Facebook Likes and Twitter Retweets are only part of the story.
Relationships (interaction + time) still matter most when it comes to building a successful brand. And being a trusted, consistent source, with quality information -- respectful of people’s time, intelligence, and interests -- is still the best way I know to create loyal, committed, engaged, paying customers.
Like it or not…
Anita Alvare (bio)/Alvare Associates/610-520-6140
Comments (3)
02.04.2015
Kevin
I read it all and “I Like it”! Relationships and trust are the key factors and it takes time, interaction and patience for it all to come together and last. Thanks! (by the way - What are the five foods that are guaranteed to stop your heart and where can I get a pair of those boots for my wife?)
02.04.2015
Phyllis Vail
Like it
02.05.2015
Karyn Koerwer
I “like it”........all the way to the end!!!!