Something’s been bothering us for over a year, but we haven’t called anyone out or stirred the pot—until now. We didn’t ask around, didn’t accuse anyone, and frankly, we hoped someone else would bring it up. But since nobody has, here’s what’s been on our mind. There’s been chatter around town that TapInto East Brunswick—or at least the local franchise rights, social media accounts, website access, and email list—is up for sale.
If you’re considering buying it, it’s smart to ask a few questions. No assumptions. No accusations. Just due diligence before spending your money.
You’re Not Just Buying a Page—You’re Buying a Platform
It’s essential to understand what’s likely included in a purchase like this:
- The TapInto East Brunswick website (as part of the larger TapInto network)
- The Facebook page, which boasts over 10,000 followers
- A rumored email list of 10,000 contacts
- Possibly rights to post and monetize content in this regional vertical
On the surface, that is a pretty good deal. But in digital media, audience quality is more important than audience size.
So, Why Is Engagement So Low?
We reviewed about 50 recent Facebook posts from the page. Despite having over 10,000 followers, most posts had:
- 0 to 1 likes (mostly, except for a few posts)
- No comments (mostly, except for a few posts)
- Very few shares
- No visible conversation or traction—even on timely local topics
That’s unusual. Here are a few possible (and common) reasons for this:
🟠 Scenario 1: Followers Were Purchased
Buying followers is something many pages—especially in the early 2010s—did to look bigger. The problem? Purchased followers are often bots, inactive accounts, or users who never engage with the content. It inflates the numbers but damages trust and reduces organic reach.
🟠 Scenario 2: Followers Are Inactive
Pages built years ago can accumulate followers who simply no longer use Facebook or have muted the page. The number may be real, but the people behind it aren’t paying attention.
🟠 Scenario 3: Content Isn’t Resonating
If content is overly generic, syndicated, or lacks a local feel, people scroll past. Engagement doesn’t happen just because a post is published—it happens when it connects.
🟠 Scenario 4: Facebook Algorithm Suppression
Facebook favors posts with early reactions. If a page’s content consistently underperforms, the algorithm may stop pushing it to followers, creating a downward spiral of low visibility and even lower engagement.
What Engagement Should Look Like
For a page with 10,000 followers, even a conservative engagement rate of 1% would result in approximately 100 interactions per post. That could include likes, comments, and shares—especially on local topics.
If a post consistently has zero engagement, that’s something to pause on.
📈 At Eyes on EB, we currently have around 950 followers — a modest number on paper, but our engagement tells a different story. Over the past 50 posts, we’ve consistently averaged between 15 to 35 reactions per post, with many posts reaching hundreds of comments and shares when the topic resonates with the community. That puts our average engagement rate between 3 and 7%, depending on the post — which is well above the typical Facebook Page average of 0.08% to 0.2%.
In simpler terms: we don’t need to boast tens of thousands of followers to make an impact. What we say gets read, shared, and talked about. That’s real engagement.
What About the Email List?
There’s also word of a 10,000-person email list being part of the sale. If true, here are smart questions to ask:
- How were the emails collected? Through the website? Public directories? Purchased lists?
- Are they local? Or were they imported from outside the area?
- Are they opted-in? Can the seller show you how users gave permission?
- Do they open emails? Ask for open rates and click-throughs.
A list without engagement is just a spreadsheet. And if the Facebook followers are unengaged, it’s fair to at least ask whether the email list is any different.
Final Thought: Ask First, Buy Later
Buying a local digital media asset is like buying a restaurant—you’re not just buying the building; you’re buying the regulars. If they’re not showing up, or never existed to begin with, you’re not getting what you paid for.
Ask the hard questions. Audit the audience. And remember: at Eyes on EB, we don’t have the biggest numbers—we have the most active community. And that’s what actually matters.
