As we all know Facebook controls / limits the reach on posts that we put on our business pages so it is really important to build up a relevant following on your pages. You really want your limited reach to really reach those who are GENUINELY interested in using your service or recommending it to others (I often like pages that I know I will recommend to my friends or network).
I see these like ladders happen all the time and in a lot of cases I think why, sometimes I can see how it could work if the group or page is concentrating on networking in a small local area or has a theme but a lot of the time when I see this happening I just want to scream, for instance if you are a small gift shop based in Kent that doesn’t ship goods why on earth would you want followers in Scotland, Newcastle and Manchester?! or if you are a service that wants to gain a parent following then you don’t want someone who dislikes children liking your page in return of a like!!!
We really do have to be precious where possible when reaching out to attract a bigger following, if your (un boosted) Facebook posts are reaching out to say only 15 followers you really want them to be interested and engaged, not based on the other side of the country or the complete opposite of your ideal client without a hope in hell of using your service or buying your products.
Now I know for some reason we may think on the outside looking in “Wow, that person / business has thousands of likes” but remember all isn’t as it always seems – always remember QUALITY over QUANTITY it is key to your VISIBILITY!
I hope this helps.