Social media has somehow become a must for many entrepreneurs and a magical solution to everything. It’s really great to have a supportive working solution for many gifted entrepreneurs. However, it’s really worrying me – many are relying on the technology that isn’t widely understood and often misused.
I have daily conversations about social media on and offline. What I hear a lot is that many entrepreneurs are seeking a light switch – something they can plug into their business that will turn the lights on, or create results they want instantly.
Many marketers are selling social media marketing as a light switch – the instant results quick fix.
The truth is social media doesn’t work that way.
As a result, many business owners set up social media accounts before setting up a strong business foundation, testing their offer and understanding their target market.
I think social media is a powerful and relatively cheap tool. It’s been a tremendous help for so many people in established businesses. However, instead of doing good social, many end up running themselves into the ground and produce no results from their efforts.
I feel that people are obsessed with social media tactics. And one such tactic has been particularly invasive – Facebook boosted posts.
I believe that there is place and time for some strategic Facebook boosting. Otheriwse, removing it from your work can really help improving your results straight away by removing dissapointment and frustration associated with this potent and predominately ineffective tool and saving your budget.
Let me explain what I mean.
The Boost Post [blue] button is a genius marketing gimmick created to collect a quick buck from inexperienced advertisers.
Regardless of how I feel about the organisation, I appreciate the technology.
Facebook allows to connect people who could have never found each other otherwise. Your unique solution that can solve someone’s problem can now be discovered due to this technology. I absolutely love it.
I’ve been a social media strategist for almost a decade and I’ve successfully employed Facebook technology for hundreds of people.
Boosting organic posts is just not on my priority list. And it shouldn’t be on yours either.
I think there is a place and time for strategic boosting. However, unfortunately I don’t see a lot of strategic in many entrepreneurs’ boosting. What I continue hearing is overwhelming disappointment with Facebook advertising.
Although boosting is indeed a type of Facebook advertising, it isn’t representative of Facebook technology.
To gain a better understand of the boosted posts purpose let’s revisit its definition (by Facebook).
Boosted posts are ads that you create from posts on your Facebook Page. Boosting a post may help you get more people to react, share and comment on it. You may also reach new people who are likely to be interested in your Page or business, but don’t currently follow you.
In other words, don’t boost your Facebook post if you are seeking any other outcomes but post engagement.
Seeking more engagement on your Facebook Page could be one of your goals.
Higher engagement rate can improve your sales in the long run.
There is an assortment of situation when you’d employ engagement advertising.
For example, if you are running a Facebook competition, a requirement of which is to comment sharing why one’s ought to win the prize, Facebook can help you reach out to those who will most likely engage with your competition and perform the requested action – comment. The ROI is the competition’s entries, which is usually easily attributed and measured.
If you employ boosted posts strategy in your work, I’d strongly recommend setting the boost via Business Manager and avoid clicking on the blue Boost Post button – its default settings are limited.
Your Facebook marketing strategy certainly depends on your goals (and a bunch of other variables).
Facebook advertising technology has eleven different Facebook advertising objectives helping you find the most suitable advertising setting.
Although Facebook ads’ objectives don’t always correlate with your business objectives you can identify the most suitable solution based on your specific needs, goals and resources – you’ll need to conduct your own social media audit to determine all the variables that matter to your business and choose the best solution.
Facebook technology can be a comprehensive piece of technology that takes time and working experience to get your head around. Similarly, it took time and experience for you to improve your skills and grow your wisdom in your business.
There are so many marketing tricks and tips marketers claim to work for your business. The truth is they cannot know that unless they’ve worked with you before. It can be challenging to figure out what will work for your business, and many wondrous promises just sound too good to ignore. I hear you. I once felt the same way. Over the years of testing and trying different tactics and magical formulas I realised that there is no template that will work for everyone. If it doesn’t fit, you’ll end up being annoyed trying to fit it.
I design simple and effective social media and Facebook ads strategies helping gifted not for profits and businesses for purpose leverage their social media technology and loyal community to really power their mission, building more donations and creating impact. My work is custom solution aiming at the specific needs of your work.
There are many ways you can reach out to see if I am a good fit for your goals. Check out the Facebook Messanger bubble on the bottom right, contact page on the top and/or a form and a calendar, if this type of communication suits you better.
I look forward to supporting your vision of the future!