Which Facebook campaign objective should you chose?
When it comes to advertising on Facebook, diversifying your campaign strategies and objectives will typically produce better outcomes than running the same campaign over and over again with minimal tweaks. While it might seem intuitive to aim for more page likes with each campaign in order to bring in more followers who will then view your future posts in their feeds, you might find that other campaign objectives are more useful for your brand’s unique marketing goals.
To help you decide which central objective you should chose for your next Facebook advertising campaign, here’s the run-down on some major objectives that you should consider:
This is one of the most frequently chosen campaign objectives because many marketers assume that more people liking your page will translate into more engagement in future posts. However, now that Facebook allows users to unfollow people and pages, you’re not guaranteed to show up in people’s newsfeeds (especially if your post isn’t a paid promotion, as recent changes to Facebook policies indicated the company will prioritize posts from family and friends more than brands).
This objective is ideal for anyone who is new to advertising and Facebook and wants to grow their page. It’s general enough that you don’t need to put in a ton of time developing content for this campaign, and it’s an effective form of social proof when you have a solid base of Facebook followers to demonstrate you are actively increasing your brand’s presence on the social media platform.
Sponsored or boosted posts are ideal for marketers who want to promote a specific product, service or event. You’re not overly concerned with attracting new members from your target audience as much as you want to drive awareness or sales around a specific thing, such as a new product release, revamped package pricing structures for your services, or an upcoming event.
With post engagement, you’ll likely get multiple people liking, commenting or sharing your post, even if they don’t like your page! This is a useful tool for reaching younger, tech-savvier audiences that are wary about liking pages after they were spammed by different pages in the 2010-2015 era (before Facebook started really adjusting its algorithm to prioritize content from friends over random pages people forget they had ever liked on Facebook).
This campaign objective is ideal for advertising something you can’t fit into a single Facebook post. For instance, you may have a landing page with long-form content, video and multiple photos – something that would never work for a simple Facebook post. The traffic objective is designed to get people to click on your ad, which will then lead them off-site. You can direct traffic to a landing page, online store, donation page, or many other options.
Facebook even lets you choose from a variety of calls-to-action, such as “Learn More,” “Book Now,” “Download Now” and so on.
Video content is increasing in popularity year after year. As Facebook’s own website claims, 100 million hours of video are viewed on Facebook each day, but many brands remain uncertain as to how they can promote their videos more effectively. This is where the Facebook video views campaign objective comes in: audience members can watch your branded videos directly on the platform (preferably with captions and no sound, as autoplay videos with sound are typically unpopular with Facebook users).
Are you hosting an event in your area soon? Do you offer free monthly webinars for anyone who signs up at your registration link? If so, then the event response campaign objective would be a much better option than a simple post engagement campaign because your call-to-action will specifically ask target audience members who view your ad to sign up for the event.
4 mistakes to avoid when responding to criticism on your posts
Social media advertising isn’t always fun and games. Sometimes, seemingly out of nowhere, a critic shows up and puts a damper on your post by insulting your brand, cursing or making some other rude comment that may or may not be related to the post itself. However, you shouldn’t assume that criticism of your brand, products, services or practices is entirely unfounded.
Sometimes, your critics might be on to something. How you respond to them can determine how much image repair your brand will need later on. While you can’t do much to stop online trolls, there are a few crucial mistakes you should avoid at all costs when responding to negative feedback posted publicly on your social media pages — particularly sites that allow users to rate companies, such as Facebook or Yelp. Here’s what NOT to do when confronted with criticism:
In 2013, there was an epic episode of Gordon Ramsey’s Kitchen Nightmares that angered a lot of Internet users. During the episode, the owners of Amy’s Baking Company in Arizona were shown taking away their waitresses’ tips, verbally berating their employees and customers, and serving “homemade” desserts that were secretly bought from other stores. The owners blamed “online bullies” for their restaurant’s poor reputation, but it was clear to TV viewers that this just wasn’t the case.
After the episode aired, Amy’s Baking Company lashed out even more, including this post (which the owners later claimed was written and published by hackers): “I AM NOT STUPID ALL OF YOU ARE. YOU JUST DO NOT KNOW GOOD FOOD. IT IS NOT UNCOMMON TO RESELL THINGS WALMART DOES NOT MAKE THEIR ELECTRONICS OR TOYS SO LAY OFF!!!!”
Clearly, this is an extreme example, but it still serves as a valuable reminder for any brand with a social media presence to avoid lashing out at critics because this tactic almost always backfires.
Ignoring criticism isn’t as bad as responding with insults, all caps tirades and whataboutisms, but it’s still not going to help your brand’s image among current and potential customers. This is the problem with unclaimed pages on Yelp: letting reviewers run wild without any response from the company itself can seriously damage your reputation (and sales) because your lack of response suggests you don’t care about customers enough to reply to their reviews, whether they are positive or negative.
While your brand undoubtedly does care about its customers, you can’t afford to appear as though you don’t. To resolve this, be sure to claim your Yelp page, stay active on your social media channels, and don’t pick and choose which followers you respond to.
Deleting the Post Altogether
This is along the same lines as ignoring criticism, but it’s also somewhat different because deleting a post shows you’re cowering to criticism without demonstrating a willingness to improve. In other words, deleting a post is a clear sign that you’re paying attention and don’t want any negative publicity, so you’d rather hide criticism than deal with it head-on.
Rather than deleting a post where one or more users criticize your brand or products/services, take this as an opportunity to engage with your dissatisfied user or simply thank them for the feedback.
Offering Generic Apologies
Once you decide to start responding to criticism on your brand’s social pages, one of the biggest mistakes you could do is offering a meaningless apology and doing nothing else. If someone is complaining about a defective product or unhappy experience with your service, how likely are they to recommend you to others if your only response is, “oops, sorry about that!”
Instead, PR-savvy brands on social media typically ask unhappy users to privately message them to deal with the matter in a less public setting. From there, you may be able to offer solutions such as discounts, free replacements, or other means of reconciliation in a way that won’t encourage others to take advantage of your generosity. Even if the message seems unfair, rude or unwarranted, maintain nothing but the most polite tone in your messaging and publicly commit your brand to satisfying the customer.
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