This post shall be a slight rant and then a major cry out for assistance and thoughts. I have been using the various with Facebook ads and I have seen some nice success overall. More “likes”, traffic to our website and brand awareness have been just some. The past few months I have started using the sponsored stories and this is where I have seen the value plummet and I am going to tell you why.
When I choose my options for my sponsored story, I choose the option those who like my page and their friends. That seems pretty straightforward and clear. I am trying to reach the friends of those already on my page with the thought in mind that they live in the market I am trying to reach and have the possibility of being in the same industry. This is where in my experience everything goes terribly wrong.
I setup a sponsored story yesterday for the company I work for. It’s a very important blog post to us because we are trying to reach those in our industry who have a need for property management education. At the time of this post though here were the results. Out of the 36 people who liked the post only 5 of them live in the United States. From the profiles and pics of the others you can tell they live in Asia and even some have listed their countries as Egypt, Chad and Jamaica. The article was shared 3 times but only one person from my industry. The other two were overseas. I received 8 new “likes” of which only 2 are legitimate. Do you see my point? Where is the value of using sponsored stories if this is going to be the type of results.
This is not the first time this has happened otherwise I would hesitate to post this. My question is why? Has anyone else experienced
these type of metrics? I know that sponsored stories are fairly inexpensive but I am sure I am not the only one who sees the need for pure value in everything we do as marketers. If anyone has any suggestions or insights to share, please post them in the comment
section below. Thanks for your help!
Facebook if you are out there…please help.
Written by Jonathan Saar