Business

Why I’ll never do promoted posts on Facebook again

The Creative Collective director Yvette Adams.
The Creative Collective director Yvette Adams.

IF you're a Facebook business user, you would have noticed that your posts on your Facebook business page are experiencing less of an impact of late. Many a business owner is pulling their hair out over the fact that once upon a time they would pop up a post and, provided they had a reasonably sized audience that they had grown organically and not spammed, achieve a reasonable result.

In the industry, prior to July/August 2012, a 10% level of engagement was deemed exceptional i.e. if you have 1700 users (which we do), if we had 170 people 'talking about' i.e. liking, sharing and commenting, we were doing something right.

We regularly experienced this level of engagement or higher until Facebook went and changed the goal posts on us and its other one billion users. And as of March 2012 there were 42 million Pages on Facebook.

Pre August 2012 we would make a post, approximately 700 people would see it and we'd experience a fair share of likes, comments and shares. Then the goal posts changed and now we are lucky if 30 people see it.

Phone a friend
Speed dial to Zoe Wyatt, The Creative Collective's social media specialist, who lives and breathes social media. Zoe's spin on the introduction of paid posts is that if you think your post could result in a commercial outcome i.e. an increased database, or a sale, you may wish to experiment with promoted posts. She encouraged us to experiment and that is exactly what we did.

With the launch of our popular Get Up To Speed program imminent, we decided to promote a post encouraging people to sign up to a free webinar to find out more about this Government funded 12-week online program.

The objective of the exercise was to connect to new audiences and let them know of this free opportunity. We spent approximately $30 to promote the post to our 'friends and friends of friends'. In hindsight, it was not a wise move.

Whilst we achieved 90 likes, one share and a couple of comments, I was horrified to witness that the majority of these were from foreign countries who are ineligible for this federally funded program and in languages I could not understand. Fortunately not too many of them liked our page from the exercise or this could have seriously compromised our engagement levels moving forwards.

What I learned from the experience
All in all, the exercise was a complete waste of money. No one signed up for the webinar as a result of the promoted posts (though we achieved our numbers via other marketing means).

If you are going to do sponsored stories, only advertise to friends, not friends of friends or you will end up with every Tom, Dick, Harry and probably Wayan, Ketut and Chang too.

For the time being, we're going to give Promoted Posts a miss and instead stick to Sponsored Stories, paid Facebook advertising, scheduled posts and our other marketing means.

By Yvette Adams, director of The Creative Collective.

T: @creativecollect
F: www.facebook.com/thecreativecollective
W: www.thecreativecollective.com.au

Topics:  facebook, yvette adams


Stay Connected

Update your news preferences and get the latest news delivered to your inbox.

Images of our shameful past

FOUND: Wade Thompson and Henry Thompson Jr at the Deebing Creek Mission Cemetery.

Images of our shameful past

Show out to deliver the thrills

The Safari Zoo is expected to be a big attraction for the kids.

Show out to deliver the thrills s

Aged care workforce in crisis

Shayne Neumann delivers flags to Bruce and Margaret Dobbie, Darryl Tocchetti and Penny Palmer.

Aged care workforce in crisis

Latest deals and offers

BREAKING: Mum's entire $12,000 bill waived

Urban Utilities waive $12,327.97 water bill after hearing mum's story

Multiple stabbing in domestic disturbance

Man under arrest after allegedly stabbing two people

Mystery witness comes forward in Sharron Phillips case

Police search for remains of Sharron Phillips in Cobalt St, Carole Park. Sharron Phillips went missing in 1986.

New development in 30-year-old murder mystery

Aldi to open new store in Ipswich

Basket of groceries from IGA.

German giant coming to suburban shopping centre

Web of broken promises leaves us with dud internet

SECOND BEST: Cr Paul Tully has lamented the poor internet service that afflicts parts of the city.

"We are going to end up with a second rate service across Australia"

Dog attack victim was trying to save chicken

A photo of a dog barking for a story about problem dogs barking in Ipswich neighbourhoods. Photo: Rob Williams / The Queensland Times

Council officers investigating early morning incident

Caitlyn Shadbolt, Sara Storer join Gympie Muster bill

Caitlyn Shadbolt performs at CMC Rocks in March 2016.

AWARD-winning singers star in third line-up announcement.

Bennett, Langer, Thurston and others talk Cam Smith

Broncos and former QLD coach Wayne Bennett.

Broncos and former QLD coach plus past and present players talk about Cameron...

Barnaby Joyce talks Johnny Depp's dogs in Tweed

Deputy Prime Minister Barnaby Joyce talks about Johnny Depp's dogs Pistol and Boo...

Billy Slater talks Origin Team

Queensland Origin great Billy Slater.

Queensland Origin great Billy Slater talks about this years team and his return to...

Own Sunshine Coast property? You’re about to make money

UP AND UP: Property owners are likely to win from rent and price increases but tenants and first home buyers might not be so happy. Photo: Brett Wortman / Sunshine Coast Daily

Good new for property owners, not so good for buyers and tenants.

Sale nears on last large block of land in Coolum

The 43.37ha property on South Coolum Rd has sold.

South Coolum Rd property to be land banked