How To Increase Page Likes From 2,000 To 32,000


By: Jonathan Eifert

In: Marketing & Communications, PR & Media,

There is one metric you can “throw down” that is often impressive to listening ears. No matter what level in the arts hierarchy you may be placed, having a large number of Facebook page likes overall is essential. It pleases board members, donors, presenters (if you are an artist), and the general public. This is possible through Facebook page promotion.

Over the past year I had been tasked to improve the social profiles of the Cleveland International Piano Competition. One such metric for successful improvement was to increase the exposure of their Facebook page. At the starting point of working with them, the page had only around 2,000 likes. Depending on the size of an organization, this could be good, but given the reputation of this organization, it should have been larger.

Over the course of about nine months, I worked with the competition staff to develop a clear strategy to increase their following. The strategy was twofold: 1) deliver consistent content aligning with the brand, 2) promote both the fan page and individual posts through Facebook advertising. The end result? Their Facebook page has now over 32,000 page likes.

How to Increase Page Likes from 2,000 to 32,000

You can read all about promoting individual posts in my last ArtsHacker piece and also read ArtsHacker Ceci Dadisman’s fantastic piece on Facebook ads.

However, I have found promoting the overall Facebook page is not clear with organizations or artists. For some reason, people seem to think it is not necessary as part of their marketing/communications strategy. I believe the contrary and that it needs to be part of the plan to elevate a reputation.

Similar to promoting an individual post, here’s how to promote your Facebook page.

1. Select “Promote” on the left hand side of your Facebook page.


2. Click “Get People to Like Your Page”.


3. Adjust the ad presets to reflect the page’s content.


4. Set your budget. I recommend $10/day.

After setting these presets, launch your campaign and wait for the results. You can always return and adjust the settings if you are having trouble achieving the numbers you desire. Location is critical as well as targeting certain interest groups.

Lastly, the more money you can spend per day, the higher chance you have to achieve your goal of increasing page likes.

Let me know if you have questions about this and I would be happy to help, feel free to get in touch.

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Jonathan Eifert
Trained as a classical pianist, Jonathan realized early in his career he preferred the business of music, rather than making music professionally. He moved to London to study arts management and after a series of successful encounters, returned to the U.S. to build his PR firm. People in the industry started hearing about his work and innovative approach to PR. Word travelled fast and projects began. Work started at his kitchen table in a leafy Philadelphia suburb. Fast forward to the present day, Jonathan is based in New York City. As needed, he provides on-site client visits around the United States, but most projects are maintained remotely through a strong infrastructure of digital platforms and global contacts. Over the years he has enjoyed providing marketing, communications, and PR support for the Cleveland International Piano Competition, Portland Piano International, Allentown Symphony Orchestra, Golandsky Institute at Princeton University, Philadelphia Young Pianists' Academy, and Pianofest in the Hamptons. Jonathan previously worked at IMG Artists (London) and Astral (Philadelphia). He now serves clients throughout the U.S. as the founder of Jonathan Eifert Public Relations. He is an associate member of the Grammy Recording Academy and regular contributor to Jonathan completed his Master of Arts degree in cultural policy and management (arts administration) from City, University of London—specializing in classical artists’ brands and their development. He holds his Bachelor of Music degree from Cairn University. Jonathan is a board member of Living the Classical Life and member of Astral's Institutional Advancement Committee. Learn more on
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