Facebook Pages for Social Media Marketing

Panopticon Website: http://www.eyesonpanopticon.wixsite.com/home
Instagram: http://www.instagram.com/eyesonpanopticon
Facebook: https://www.facebook.com/eyesonpanopticon

Social Media Strategy: https://drive.google.com/open?id=1MJvi3um6ZVFwNy9qphOGNEx0OCPoiiRN

LinkedIn: https://www.linkedin.com/in/chadob


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.

References

Ayres, S n.d., ‘Here’s the Science Behind Asking Fans to LIKE Your Facebook Posts’, Post Planner, blog post, viewed 28 May 2018, <https://www.postplanner.com/call-to-action-science-behind-asking-fans-to-like-share-facebook-posts/>.

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/>.

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The Future of the News Feed – Facebook Ads

2018 is proving to be a year of change for Facebook with potentially more to come in the wake of the Cambridge Analytica scandal and Mark Zuckerberg’s Congressional hearings. These changes will be closely watched by businesses who have spent almost $12-billion on Facebook Advertising in the first quarter of 2018 (Facebook, Inc. 2018). Understanding how to reach potential customers as this landscape is updated or regulated will be crucial to running successful campaigns with Facebook Advertising. Let’s look at how Facebook has changed already this year and what should stay the same.

Less Organic Reach For Businesses

Mark Zuckerberg announced on Facebook on January 12 that ‘The first changes you’ll see will be in News Feed, where you can expect to see more from your friends, family and groups. […] you’ll see less public content like posts from businesses, brands, and media.’ (Zuckerberg 2018a). While this change will have less of an impact on sponsored posts, it does mean that the likelihood of getting organic views in the News Feed would drop, as identified by Griffen (2018).

Limiting Targeted Advertising

Partner Categories was a feature that allowed advertisers to target quite specific audiences based on information gathered by third-parties apps and Facebook Marketing Partners. This included information ‘such as offline demographic and behavioral information like homeownership or purchase history’ (Facebook Business n.d.a). As of March 2018, this feature is being discontinued by Facebook, ‘while this is common industry practice, we believe this step, winding down over the next six months, will help improve people’s privacy on Facebook’ (Facebook Newsroom 2018). The future of targeted advertising appears to be dependent on the customer information that business already have (or are willing to purchase outside of Facebook), particularly if users take advantage of the announcement in May 2018 that they can clear their browser history from Facebook’s database (Zuckerberg 2018b)

Government Regulation

The potential regulation of Facebook advertising could also impact the ability for advertisers to target specific markets. In the US it is likely that is could vary across the country with legislation happening at a state, not national level (Purdy 2018). There is even a call from Dayen (2018) to ban targeted advertising completely. In Australia, there may not be any regulation changes until after the ACCC releases its final report on Facebook and Google advertising operations that is expected mid-2019 (AFP 2018).

Finding Customers on Facebook

What will still remain is the ability to reach customers who are already connected to your business and ‘Lookalike Audiences’ (Facebook Business n.d.b) through sponsored advertising. The ability for businesses to enhance the Facebook experience could prove the difference in the getting space on the News Feed. When examining user engagement across a range of social media platforms, Voorveld et al. (2018, p. 45) found that, specifically, Facebook ‘consumers used it to fill empty moments’ looking for ‘enjoyment, satisfaction, or relaxation’. An important feature for users is ‘social interaction’ and ‘advertisers aim for or have content suitable for sharing with others or about which users would like to communicate with others’ (Voorveld et al. 2018, p. 46).

References

AFP 2018, Facebook rejects Australia media calls for regulation, The Economic Times, 27 April, viewed 24 April 2018, <https://economictimes.indiatimes.com/news/international/world-news/facebook-rejects-australia-media-calls-for-regulation/articleshow/63879442.cms&gt;.

Dayen, D 2018, Ban Targeted Advertising, The New Republic, 10 April, viewed 27 April 2018, <https://newrepublic.com/article/147887/ban-targeted-advertising-facebook-google&gt;.

Facebook, Inc 2018, Facebook Reports First Quarter 2018 Results, CISION PR Newswire, 25 April, viewed 27 April 2018, <https://www.prnewswire.com/news-releases/facebook-reports-first-quarter-2018-results-300636652.html&gt;.

Facebook Business n.d.a, About Partner Categories, Facebook, Inc., viewed 27 April 2018, <https://www.facebook.com/business/help/298717656925097&gt;.

Facebook Business n.d.b, Lookalike Audiences, Facebook, Inc., viewed 27 April 2018, <https://www.facebook.com/business/learn/facebook-ads-lookalike-audiences&gt;.

Griffen, A 2018, Facebook News Feed: Why It Is Changing and What It Actually Means for Users, Independent, 12 January, viewed 27 April 2018, <https://www.independent.co.uk/life-style/gadgets-and-tech/features/facebook-news-feed-latest-why-change-users-fake-news-media-mark-zuckerberg-a8156491.html&gt;.

Purdy, C 2018, If Facebook gets regulated, thank vegans, Quartz, 5 April, viewed 27 April 2018 <https://qz.com/1240903/regulating-technology-companies-like-facebook-will-depend-on-the-states/&gt;.

Voorveld, H, Noort, G, Muntinga, D, & Bronner, F 2018, ‘Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type’, Journal of Advertising, vol. 47(1), pp.38-54.

Zuckerberg, M 2018a, One of our big focus areas for 2018 …, Facebook, 2 May, viewed 27 April 2018, <https://www.facebook.com/zuck/posts/10104413015393571&gt;.

Zuckerberg, M 2018b, Today at our F8 conference I’m going to …, Facebook, 2 May, viewed 3 May 2018, <https://www.facebook.com/zuck/posts/10104899855107881&gt;.