How important is it to have 'likes' on Facebook? To the tune of more than a half million dollars, if you're the American government.
According to a new report, the U.S. State Department spent $315,000 a year for two years on ad campaigns to get their pages more 'likes' on Facebook. It looks like the campaigns worked: the department claims that their 'likes' on Facebook jumped from 100,000 to over 2 million in those two years. Well, congrats, State Department. Bravo. Let's rename Independence Day to "People 'Like' America Day," in honor of their accomplishment.
In the 57-page report, they stated that though 'likes' went up, engagement did not. Only 2-percent of their fans actively liked, shared or left comments on posts within the previous week. The government agency now says they will spend only $36,000 a year on Facebook ads.