There are several social media channels in this modern day including Facebook, Instagram, Twitter, Tiktok and so on. Multiple brands around the world leverage these platforms to promote their brand to the public and customers across the globe. When individuals or brands publish posts on these social media channels, followers and other audiences are offered the chance to ‘like’, ‘comment’, or ‘share’ that post. In this piece, we will make a contrast between these actions and establish which brings more value to you as a brand using a marketing perspective.

How Social Media Channels Measure the Importance of Your Post

Before looking at the individual actions, it’s good to know how Facebook, for example, decides which posts will take priority on a user’s News Feed. Facebook uses an algorithm known as EdgeRank. One of the main functions of this algorithm is to keep Facebook clear of spammy posts which are heavily circulating on News Feeds.

EdgeRank works by adding weighting to your post based on the actions users take towards it. Liking, commenting, and sharing your post all have a different weighting so will affect the overall score once processed through the algorithm. The higher the score, the more Facebook is likely to show your post across News Feeds. The EdgeRank algorithm is constantly changing depending on the latest emerging techniques that marketers may adopt to encourage users to engage with their posts.

It’s all in the action

So what does a Like, Comment, and Share really mean and how does it convey to the EdgeRank algorithm?

Likes – Likes are throwaway actions, they’re an instant one-click way of saying ‘I’m in agreement with your post’, ‘I like this content’, ‘I can’t comment but I enjoyed seeing this post on my News Feed’. By their simple nature, Likes have the lightest weighing, so score the least with EdgeRank. Keep in mind that this doesn’t invalidate the value of likes generally.

Comment – Comments require an extra level of commitment from your followers and audience since they need to think to compose what they feel about your post in words. They indicate your audience’s views on what you’re saying in your post which requires more thought than just a simple click on the ‘Like’ button. As a result, EdgeRank will score comments much better than likes.

Share – Shares require a huge persuasion, ensuring your readers promote and send your post out to their friends and followers in a way that indicates to them to read the post and indicates you want their opinion on what the post says.

Conversely, if your post takes a negative slant, perhaps it is regarding animal cruelty with an overwhelming message of why it must stop. A ‘Like’ for this kind of post could be seen as an agreement or enjoyment of the act of cruelty, completely missing the actual point of the post. However, a ‘Share’ gives the user the opportunity to state to their friends why they’re sharing this type of post, “I don’t ‘like’ animal cruelty and I’m sharing this because I agree with the post and we need to make it stop”.

Although it is not mandatory for your audience or followers to share your post, additional mouse clicks are required to comment while sharing a post, it takes more time to do and get the message you have across to the audience: making shares very vital and carrying more weight. Given the extra energy required of the reader to share your post, EdgeRank considers a share to have more weighting so this action scores more highly than Likes or Comments.

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Encouraging More Shares

So if Facebook and other social media channels like to see more shares, how do you get more for your pages?

• It may be stating the obvious but give your posts the best content:

Provide accurate facts which are less easy to dismiss

Grammatically correct posts are more likely to be respected and shared than poorly constructed posts

• Keep the post short and use images where possible to catch the eye of the reader

• Include a call to action, if you’re asking your readers to like, comment or share on your post they’re more likely to do so. Just be careful how often you use this technique as EdgeRank will penalize you for ‘like-baiting’

• Keep your posts consistent and relevant to your industry or brand topic

• Keep your posts seasonal. Discussing how to cook a full Christmas dinner in the middle of summer isn’t going to generate an awful lot of interest at that time of year!

• Remember!

As your brand is attached to the share via the link to your Facebook page, the share is as good as a word-of-mouth recommendation which can only go to enhance your credibility and traffic to your website. 

To get more likes, comments, shares, views, and other engagements that will help improve the visibility of your posts on all your social media channels, Fansgurus is the right place to be. Our services ensure you get the best in engagements at a cheap rate. Visit us today to learn more about how you can boost your brand’s digital profile.