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Is your nonprofit considering using promoted posts on Facebook? With promoted posts, all you’re paying for is an increase in reach. There is no guarantee that you’ll get more comments, likes and shares, even though that’s what you want for long-term success. The more comments, likes and shares you get on a post, the more you’re leveraging true word of mouth.
So the key to investing your ad dollars wisely is to promote only posts that are already getting a lot of likes, comments and shares. You do this by ranking your most recent posts by virality within Facebook Insights. Watch the 4-minute video above for the complete rundown.
John Haydon delivers social web strategy solutions for “the quick, the smart, and the slightly manic.” Curious? Then visit the John Haydon blog, follow him on Twitter or leave a comment.
This work is licensed under a Creative Commons Attribution-NonCommercial 3.0 Unported.
We have a love/hate relationship with promoted posts. They are normally so effective, but without targeting, they drive a ton of irrelevant international traffic.
If you can, use Power Editor to run page post ads targeted at fans in the newsfeed placement. You’re getting the same thing as a promoted post, but better targeting. Facebook released promoted posts for folks who didn’t want to learn how to use the Power Editor, which is free.
Check this out on how promoted posts can go wrong:
http://www.jonloomer.com/2012/11/25/facebook-promoted-posts-abuse/
I see promoted posts as a money-dump as opposed to marketing costs. Some pages operate on frequency of posts reaching a variety of viewers, pages that cannot afford the relatively ridiculous costs incurred when using the service. Share-holders will run Facebook in the ground, and rightfully so. Whether we see it fall in the next few months or years, is the question.
Thank you John,
I was looking for the same because I have wasted Too many $$$ in promoting a post on facebook But it was a failure. Now let me follow your instructions.