Category Archives: Facebook

How to Create A Facebook Ad

I was recently on a phone call with another marketer asking for recommendations on how to leverage social media for an upcoming product release. As I went over the broad strokes of the digital and social media marketing strategy I’d suggest, I was reminded that social selling is still an unknown territory for many in the marketing field.

Do you know how to create a Facebook ad? If you’re wondering how to get started on your Facebook ad campaign, take a look at this step-by-step tutorial, complete with screenshots that I created to make this unknown territory a bit more understood.

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A Guide to Advanced Facebook Insights: Analytics and Actions

networking tree

This is the third of a four article series on Facebook Insights. The first article, “An Guide to Understanding Facebook Insights” covered the ins and outs of what Facebook Insights is, what questions can be answered by each report, and the beginning stages of how to manipulate the data. The second article on Facebook Insights, “Turning Facebook Insights Into Action” discussed how to convert the data and graphs on the People and Posts Tabs into actionable steps to improve your Facebook Business Page. In this article we’ll cover more advanced analytic extrapolation of how to turn the data from the Likes, Reach, and Visits Tabs (arguably the most important Tabs) into valuable actions for your small business.

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Convert Facebook Insights into Action

Sherlock computer

Sherlock Holmes was a great detective, not because he could find and identify evidence at the scene, but because of his deductive reasoning and ability to look at information and take action in order to solve crimes. In the same way, a good Facebook Analyst is familiar with Facebook Insights,  understands Facebook Insights’ Terms, and perhaps even uses Facebook Insights for reporting trends. But, a GREAT Facebook analyst uses that data to create actionable items to improve their company’s Business Page.

So how do you convert Facebook Insights into action? In this article, I’ll explain how to convert Facebook Insights on two of the most interesting reports – the People Tab and Post Tab – and turn that information into action.

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A Guide to Understanding Facebook Insights

According to the Social Media Examiner’s most recent Social Media Marketing Industry Report, 86% of marketers indicate that social media is important for their business.

Social Media examiner image

However, Only 37% of marketers (slightly more than one in three) think that their Facebook efforts are effective. This may be because 74% were unable or uncertain of how to measure their social activities.

So how do you measure social media? That’s what this article is all about – Facebook Insights.

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Response to “What the Facebook Is Going on Here”

I recently read “What the Facebook Is Going on Here?” on AdAge.com. I was interested by the cynicism of the author, but realized that most of the advertisers and marketers that I have met and worked with are just as confused and annoyed by how to break through to the new media that youth are using and that are continually growing.

Maybe its because I was part of the first stage of Facebook. I remember writing in requests to Facebook for them to add the University of Minnesota to the ever growing roster of schools that had Facebook and being elated when it was finally available – A perfect viral campaign. Maybe its because I see the addition of online advertising, social networks, texting and all of the new interactive vehicles as a challenge. But to me, the answer is fairly simple.

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How to Effectively Advertise your Brand on Facebook

In order to effectively advertise on Facebook, it is important to create a customized campaign that fits your brand.

The first step in creating your customized campaign is to understand how others perceive your brand and how you want it to be perceived. This can be done through research and self-evaluation of your company. Conduct an Industry Analysis, SWOT Analysis, Competitive Analysis, and research how your brand is perceived by your primary and secondary target markets. Once you have this information you can determine your USP (Unique Selling Proposition). Your USP should drive your messaging. If you do not feel that your company can complete this evaluation internally with an unbiased viewpoint, it may be a good idea to bring in a consultant to help you with this part of the process.

Once you have determined your messaging (be sure to write to youth, not down to youth) develop a marketing strategy determining what Facebook elements you can use and how to use them. This needs to be done on an individual basis and will be different for every brand. Although this makes my job of explaining how to accomplish a customized campaign more difficult, customized campaigns are the only way to effectively brand your product and/or service.

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