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You’ve heard the saying money can’t buy you happiness, right? Well, the same can be said with true engagement. Money will not buy you true support or loyalty. It will only buy you numbers to look the part.

A lot of companies we work with are always tempted to partner up with “Like” farms for the purchase of followers. And we always say “NO!” To some, the amount of “Likes” a business page has may seem like a big deal, and we understand it can be tempting to get caught up in how your company page stacks up in comparison to your competitors. But when it comes to your Facebook page, or any social network for that matter, it is absolutely essential to have true supporters of your cause, product, brand, etc.

You may think purchasing Facebook “Likes” will mean more engagement and support, but it’s actually the opposite!

Purchased “Likes” are most commonly a mix of random people being paid by a company or fake accounts. These people don’t care about your company or organization, and you can’t count on them to interact with content you’re producing.

Instead of wasting money on numbers, focus resources on reaching fans relevant to your product/service with a well-developed plan for social ads and content. With a consistent and effective social strategy, your fans will come. It won’t happen overnight, but you will look more authentic and do more benefit to your brand in the long run. A number alone won’t yield conversions, engaged fans will.

Instead of taking the shortcut, build your fan base the “old fashioned way.” This means quality copy, attention grabbing visuals, targeted advertisements and a smidge of patience.

If you’re still on the fence on whether you should fall for what “click farms” are selling, look at it this way – true fans and supporters of your company are actual customers. Why would you waste time and money on someone who isn’t going to make a purchase or spread the word to those who might?