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.

Councillors’ election promise to deliver CBD project questioned

DOUBT: Andrew Antoniolli, Paul Pisasale and Paul Tully announce the lagoon project in February.

Councillors’ election promise to deliver CBD project questioned

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

Latest deals and offers

She ran a meth lab in her shed, but walked free from court

Hatton Vale woman with a meth lab in her mum's shed has faced court.

Baby boy arrives on driveway of grandparents' home

Toby Hill was born on June 22 on his grandparents driveway in Riverhills. Pictured is grandfather Nick Eagle, emergency dispatcher Marie Grant, grandmother Donna Eagle, paramedic Kate Patis, mum Hannah Hill, paramedic Rachel Prentice, dad Matt Hill and big brother Bradley Hill.

Woman gives birth to impatient baby on driveway

Man "shot in the chest" after disagreement over iPad

Judge gives offender spray over her actions.

Jayde Kendall murder accused to plead not guilty

MURDERED TEEN: Jayde Amanda Kendall.

Brenden Jacob Bennetts charged with teen's murder on

Sentimental find by police, is this yours?

The letter (pictured), along with other property of sentimental value was located on June 24 in a vehicle in North Ipswich.

Property in a vehicle in North Ipswich on June 24

Learn to empower business with guest speaker

Damian Morgan will exchange ideas with some of Ipswich's business leaders during a series of free seminars he will be holding at the Ipswich Civic Centre on Wednesday June 15.

Damian Morgan to speak at business leaders seminar

Clive Palmer to re-open refinery

Clive Palmer on ABC radio.

Clive Palmer talks about his achievements, election chances and re-opening the...

Dash Cam of Slip in Snow

Even light snow can be hazardous.

Dash cam shows how easy it is to lose control in even light snow.

Chaos outside Istanbul Airport

Turkish police block the road after an suicide bomb attack at Ataturk Airport in Istanbul, Turkey, 28 June 2016. At least 10 people were killed in two separate explosions that hit Ataturk Airport.

Distress as cars escape Istanbul airport after bombing.

Burnett Heads housing development approved

COUNCIL APPROVED: A Burnett Heads housing development has been approved by Bundaberg Regional Council. Photo Contributed

Councillors approved the development seven votes to four

Three bedroom, 1100sqm block: Is this Qld's cheapest home?

BARGAIN BUY: Is this North Bundaberg property the cheapest home in Queensland?

Becoming a real estate mogul is all about risk and reward