Is it that important to share links on Facebook?
In this post, I do not seek to diminish the importance of creating awareness of your brand through Facebook shares, likes, but I endeavor to show that Facebook likes/shares does not necessary lower Alexa Rank (The lower the Alexa Rank, the more the website has a high authority in the eyes of search engines such as Google, Bing).In fact, I will show you that sharing links on Facebook does not always convert into visitors of your websites/blogs.
Many Kenyan companies, celebrities, groups has horned ways of promoting their brands using Facebook, forgetting content marketing strategies that would increase their search engine results.
Several Kenyan bloggers and numerous webmasters, are monetizing their websites/blogs through Google Adsense and yet they seek to increase Facebook likes instead of quality original content. You cannot make a lot of money using Google Adsense if you specialize in getting more Facebook likes than you do to get quality content.
Before I dig deep into this topic with illustrations, let me first give credit to Facebook likes/shares. With roughly 2 million active Facebook users in Kenya (forget the report saying we are 10 million using Facebook), it is important to get your brand noticed through the social media site. It enhances connection, gives opportunities for your fans to share your company brands.
However, most Facebook users, Kenyan included, tend to 'turn a blind eye' to Facebook adverts. Even when there are numerous adverts running on Facebook, many sponsored stories - people - in our case Kenyans, still opt to search for information on search engines search as Google, Bing, Yahoo, Ask among others.
Online community in Kenya only seeks information from the real websites that they get directed from search engines. And any visitor from the search engine - contributes in lowering your Alexa Rank of your website/blog.
Illustrations that Facebook Likes/Shares dos not help lower Alexa Rank
Case samples 2 News sites in Kenya
The Kenyan Daily Post (http://www.kenyan-post.com/) and Ghetto Radio (http://www.ghettoradio.co.ke/)
Ghetto Radio Facebook Fan Page - https://www.facebook.com/Ghettoradio, likes 210,616
The Kenyan Daily Post Facebook Fan Page - https://www.facebook.com/pages/The-Kenyan-Daily-POST/
pages like = 85, 884
From the above, it is very clear that the two news sites do not compare if Facebook likes were anything to go by - Ghetto Radio likes are almost triple those of Kenyan Post. So, does this mean that Ghetto Radio has more visitors to its website compared to Kenyan Post?
The answer to this question is NO. The Kenyan Post has a global Alexa Rank of 16,660 and Ranks 14 in Kenya. On the other hand, Ghetto Radio has a global ALexa Rank of 326,248 and Ranks 698 in Kenya.
So what exactly brings this difference and yet Ghetto Radio has so many Facebook fans, do they visit the website? This is because of less organic traffic the site receives from search engines like Google and Bing. This could also mean that Facebook fans do not necessary visit links shared on Facebook.
For marketers thinking of reaching the online community in Kenya and are capitalizing on getting Facebook likes/shares - you must rethink of your strategies - it doesn't work - content marketing works miracles -