Social Media Strategy: https://drive.google.com/open?id=1MJvi3um6ZVFwNy9qphOGNEx0OCPoiiRN
A week after Panopticon’s launch we had had 36 unique views of our digital story according to Verse’s statistics. This is a low number of views but it correlates with our social media numbers with 36 followers on Instagram and 56 on Facebook. Although this campaign didn’t generate much interest the Facebook Pages offer features that are uniquely relevant to multimedia projects, which we used for promoting and directing audiences to our digital story.
Facebook Page Over Instagram
Two small features that significantly improve the clarity of our offering is the ability to place a video as our cover image to show a teaser trailer and being able to choose “Watch Video” as our call to action button. This helped us to reinforce exactly how we wanted users to engage (Ayres n.d.).
However, one of the biggest advantages the Facebook Page has over Instagram is the ability to personally invite friends and family to like our page. We can also link the Page to our personal profiles in the Team Members box, while our Instagram account is disconnected from our personal accounts. Being able to ask and contact people directly proved helpful for increasing our total Page likes. This is particularly useful given the News Feed penalties from Facebook if you ask for engagement in posts (Silverman 2017).
Paid vs Organic Reach
The Facebook Page Insights from paid and organic posts on our Page align with industry expectations after Facebook announced that they wanted users to see more posts from friends and family and less content being shared by businesses. However, this hasn’t reduced the amount of News Feed space for sponsored posts just limited the unpaid reach of business posts. Our sponsored posts were inexpensive, $15 spent across two posts, and almost 2000 people saw our ads, compared to less than 50 for non-promoted posts.
Our first promoted post for $5 reached 524 people while our second post for $10 reached 1390 people. Part of the increased success came via increasing the budget but also using data from our Instagram account, which achieved better organic reach through hashtags. By promoting our post with the most Impressions we were able to take ‘content that is already performing well and [amplify] it’ (Peters 2018).
The Next Test
For our next promotion I would like to experiment with the campaign objective and rather than boosting a post choose to get more video watches. This would place the call to action button “Watch More” on the promoted post as opposed to “Learn More”. Hopefully this reduces the number of steps the user would need to take to get to Panopticon and minimise the interaction cost (Budiu 2013).
This would also test if we could get better value from changing the Facebook marketing objective. Gotter (2018) identified that in 2017, ‘link clicks was the cheapest objective to choose’ while aiming for impressions and reach was the most expensive, but this came with a warning ‘not all link clicks guarantee conversions, […] you may be paying for some results here that you aren’t getting, while reach and impressions give you exactly what you’re paying for.’ We can test the effectiveness of this as Verse requires a viewer to watch for a minimum of 30 seconds before registering a unique view and if link clicks are high but views are low we will know if the link clicks are legitimate and reaching an interested audience.
Ayres, S n.d., ‘
Budiu, R 2013, ‘Interaction Cost’, Nielsen Norman Group, article, 31 August, viewed 28 May 2018, <https://www.nngroup.com/articles/interaction-cost-definition/>.
Gotter, A 2018, ‘The Complete Resource to Understanding Facebook Ads Cost – 2017 Benchmarks!’, AdEspresso by Hootsuite, blog post, 22 May, viewed 30 May 2018, <https://adespresso.com/blog/facebook-ads-cost/>.
Peters, B 2018, ‘The Simple Facebook Posting Strategy That Helped us 3x Our Reach and Engagement’, Buffer Social, blog post, 21 March, viewed 28 May 2018, <https://blog.bufferapp.com/facebook-posting-strategy#>.
Silverman, H 2017, ‘Fighting Engagement Bait on Facebook’, Facebook Newsroom, blog post, 18 December, viewed 28 May 2018, <https://newsroom.fb.com/news/2017/12/news-feed-fyi-fighting-engagement-bait-on-facebook/>.