Like Swaps – A Worthwhile Exercise?

August 26, 2013

by Jeanine Vecchiarelli                  return to JayVee Media Link LLC

Facebook thumbs up and Twitter follow buttonsFacebook like swaps and Twitter mutual follow invitations often pop up on various social media platform threads.  Born of the desire to swell the number of likes and follows on our business pages, the strategy is simple enough.  You like my page and I’ll like yours.  While the numbers do rise, how effective is this popular strategy?

From where is the like swap invitation originating?

The first thing to consider when weighing whether to partake in like/follow swapping is the origination of the invitation.  It often originates generically; e.g., in a LinkedIn group specifically formed for that purpose.  Other times the invitation is extended through well established social media authorities who do so in a good natured gesture to help followers build their own pages. The value of like or follow swap invitations can vary widely depending on their sources, since their origination is a likely predictor of subsequent behavior after the likes and follows have been swapped.

Will the like continue to add real value to your page?

Facebook like thumbThe answer to this question depends on what happens after the Facebook likes or Twitter follows are exchanged.  Does all activity end there?  Or is an effort made to take an active interest in each other’s page, adding additional value in the form of post likes and comments?  This is where the real value is imparted.

Like/follow swap invitations that are extended by well known social media authorities tend to include folks who realize that adding ongoing value to each other’s pages is weighed much more favorably by ranking algorithms than just having a higher number of page likes/follows.  These folks take the time to follow up at least a couple of times a week, visiting the pages they have liked/followed to take advantage of engagement opportunities.  In return, most see the same effort expended on behalf of their own pages. 

Is like swapping worthwhile?

The answer to this question is yes…and no.  I would advise against joining generic groups unless you know the members engage with each other’s pages afterward.  I have tried a couple myself, with the stipulation that engagement should be as reciprocal as the like or follow itself.  In every case I ultimately left the group due to lack of any activity beyond the physical like/follow.

Twitter follow buttonIf you are interested in partaking, it is best to do so when invited by a reputable professional in the social media field.  Again, these folks tend to have followers who are better versed in how to maximize the benefits of this strategy.  Make a reference list of the pages you like and follow, and visit them throughout each week.  Look for opportunities to engage, and watch for reciprocal behavior on your own page.

Are you considering/already engaging in like/follow swapping?  Please share your thoughts or experiences in the comments section below!