Posts Tagged: engagement

751 notifications on my Facebook page


The big brand pages we have insights access on usually show 50-100 unread notifications at any point in time. If you get a few hundred public interactions and messages per day, you know how hard it is to get this number down.

If you are a small page or just getting going, you may welcome this level of activity. Like when you got your first cell phone, the novelty wears off.

Why does Facebook show this?

Because they know managing a Facebook page is not solely a marketing activity. Having a store in the mall isn’t purely a marketing activity for the same reason.

You are building relationships in a Ted Rubin or Heather Dopson-like way.

10572255_10152328690717585_303060147275840763_o (1)

Behind these clicks are real human beings. Behind your Google Analytics or traffic reports are people just like you.

Nurture them like potential friends, not numbers, and you will have mastered the “secret” of social!

My friend Dennis Yu experienced¬†this first-hand a few years ago in New York City. He lost his wallet and was stuck. Ted Rubin came to Dennis’ rescue with cash, food, a hotel room, and his full attention. No amount of marketing or public speaking could ever equal the indelible impact he created there.

Now go forth and make raving mad fans of your business, organization, and initiative.

I stand corrected: BOOST works if….

IF your expectations are to drive engagement, not immediate conversions.
IF it’s part of a strategy that includes all 3 parts of the funnel.
IF you select particular interests, as opposed to the default of fans and friends of fans.
IF you have a product or service that is shareable for which you have reviews already.
IF you are committing to an “always on” strategy over the long haul to build reputation.
IF your content is good, evidenced by people liking it.

Here is a post that we boosted for $15:

Screen Shot 2014-02-20 at 2.56.51 AM

We got 28 interactions, of which 20 were link clicks to our blog:

Screen Shot 2014-02-20 at 2.58.09 AM

You see the new boost post reporting by demographic, by the way?
7 of our engaged users were men over 65.

Screen Shot 2014-02-20 at 2.59.28 AM

Now back to seeing the results in the Ads Manager, we have 3 auto-created ads in this campaign.

Screen Shot 2014-02-20 at 3.00.53 AM

Interestingly, the fan-targeted ad drove only 2 engagements, but had a much higher CPM.
The bulk of traffic came from people who like marketing automation.

The 2.8% CTR likely means that Facebook’s optimized CPM is being smart about who to target in this audience of 190,000 people. We have enough budget to reach 1,267, so Facebook is quite intelligent about what subset to go after.

Why not let them do the work?

One good turn deserves another, so when you go back to check on your campaign, they recommend you spend more.

Screen Shot 2014-02-20 at 3.02.38 AM

They do this in proportion to what you’ve spent on that boosted post, as well as your fan base.
So if you see a recommendation for half a million dollars, you’ve got a giant fan page.

Folks, have you tried boosting a post in the last couple months and been pleasantly surprised?

Did you know that what Dennis said a year ago isn’t true anymore?

Immigration lawyer gets Facebook engagement for a penny

Jacob Sapochnick is the #1 lawyer on Facebook with 100,000 fans– real fans, not fake ones from the Philippines. He has 4,234 active users (PTAT) and 3,240 reviews on Facebook, too.

He thanked his community for helping his firm hit 100,000 fans.

Screen Shot 2014-02-03 at 8.26.20 PM

And he spent $3.98 on newsfeed ads to make sure his fans saw the message.
This ad drove 271 post engagements, of which half were post likes.
That works out to about a penny each.

Screen Shot 2014-02-03 at 8.23.05 PM

Of course, your fans are pre-disposed to like your content, especially if they’re real fans.
The 2% CTR on the newsfeed placement is right in line with what we’d expect.