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Facebook’s Promoted Posts: How To Do It

by Team Caffeine · 3 comments

lori r taylor, revmediamarketing, social media, social media marketing, branding, product branding, networking, oneclicksociety, social caffeine, mobile marketing

The Rules Have Changed Again

Now that Facebook is a publicly traded company it has a responsibility to its shareholders which entails, among other things, turning a profit. To this end Facebook has started doing things a little bit differently.

This is likely why it decided to roll out “promoted posts” this week. Facebook says that Fan Page users are only reaching a small share of their Fans when they post a status update. It is unclear whether they are intentionally preventing posts from being seen by all Fans or are just offering a way to help get your post seen by more of your Fans. But either way, Facebook says ‘Promoted Posts’ are a great idea.

So, of course, they are charging for them.

That leaves businesses and marketers wondering whether it is worth their time, effort and money, and perhaps most importantly, scratching their heads to understand how it works.

Fortunately, unlike the complicated Facebook ad system with its “bidding” process, the new ‘Promoted Posts’ feature is fairly straightforward. You can set a budget and choose whatever price you want to pay. Just click the “Promote” button clearly visible in the status update box. For example, a $10 budget will help you reach a few thousand of your Fans directly.

It remains to be seen how well this new ‘Promoted Posts’ feature will be embraced by marketers and whether or not posts which are not promoted will still be received by Fans of pages. If Facebook has chosen to significantly limit a page from reaching all the people who ‘Like’ a page, this will likely result in a huge backlash from users. However, if all they are trying to do is help businesses reach more of their fan base, and offering them a simple method for doing so, then I think this will be a big revenue generator for the world’s largest social media network.

Posts that are eligible to be promoted include Page posts you’ve created in the last three days: status updates, photos, offers, videos and questions. To promote a past post, click the Promote button just below where people can add a comment, select a budget and click Save.

If you need to, you can change your promoted post’s budget. Do this by clicking on the “Promoted for $X” button, selecting the pencil icon next to Budget and choosing your new budget. Then click Save. Your new budget will go into effect immediately.

Once your promoted post is live, it will appear in news feeds with a “Sponsored” label on the bottom.

Click here to read more about Promoted Posts.

Team Caffeine

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{ 3 comments… read them below or add one }

Lonny Dunn June 8, 2012 at 7:39 am

I think the entire fabric of social media has changed. Google + Local for instance now requires that small and local businesses that rely on Search and Maps are required to keep and maintain a Google + Account. Facebook will now have “Promoted” Posts. Which amounts to that business becoming more social whether they like it or not. Of course, one could probably game the system, not by promoting their product, but by actually promoting all their posts. Even the open ended questions, and commentary on a current event. That way, they are getting a wider spectrum of the audience to participate.

It is absolutely necessary then for businesses to keep and maintain a Social Media profile, understand it’s not all about “pumping” little ads in posts about their product, which is perceived as spam.

Engagement is no easy task, even for the best marketers. Social Media managers now more than ever need to learn the art of engagement, thinking out loud in a post or tweet in a heartfelt and meaningful way; or risk being seen as spammers, or the client will pay the price with negative feedback.

I Tweet at ProNetworkBuild

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Cheryl Norman June 8, 2012 at 10:29 am

Thank you for keeping us current on social networking opportunities. It isn’t easy to keep track of it all, yet as an author, I must. Promotion is a big part of an author’s job.

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Amit Verma June 9, 2012 at 2:54 am

Always nice to read your post up to date blogs. Rocking. Keep the awesomeness ((Hugs))

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