Tuesday, January 14th, 2014 | 3 min read
I will be the first person to say that I love Facebook. I love seeing photos of friends and figuring out how to use this powerful channel as an opportunity to build a brand’s community. However, I think anyone out there who runs a Facebook page for a brand has been frustrated to see a huge drop in fan impressions as Facebook is making the “pay to play” message very clear. If you’re ready to embrace this new way of thinking, then let’s chat about how to do it successfully… and how to avoid the confusing messages out there.
Fact: Power Editor might be confusing, but it’s far better for promoting posts. If you want to get the most out of your promoted post, create a new campaign in Power Editor, create an ad in that campaign, and watch your post get a ton more eyeballs. Start thinking of your post as an ad. That’s how Facebook looks at it, and the word “sponsored” will show up to many of your fans when they see your post. Using the “Boost Post” button does not provide as many targeting options and sometimes won’t even work properly in getting more impressions.
Fact: If you set up the ad correctly, you can get tens of thousands of impressions with a few hundred dollars. Try small dollar amounts first to see what works best. You will be pleased with the cost efficiency of promoted posts (even if you’re still annoyed you have to pay to promote to your own fans, ha!).
Fact: To build positive engagement on your posts, you will be safest promoting only to fans. Since many brands are only reaching 5-15% of their fan base, you still have a lot of growth with your biggest promoters. If you go outside of your fan base, prepare yourself for negative comments. However, if you target your post to the right audience and ensure that there is a benefit for them, you will greatly decrease complaints. Promote to non-fans only when appropriate. A person’s Newsfeed is sacred territory..
Hope these few pointers will get you started on promoting your next amazing post. I’m sure you’ll have some other questions in Power Editor, so maybe that’s for another blog.
About the Author: Bonnie Cruice is the Creative Social Manager for Vanguard. She also is a Lifestyle and Entertainment writer for Classy Mommy and co-organizer for Community Manager Recharge conference that focuses on inspiring social managers to create amazing content strategies.