2011 social media statistics

Creating a Facebook ad campaign is a great start to increasing likes and engagement on your Facebook business page.  It can help generate new leads and help build your brand socially.  While Facebook does a decent job at coaching a business owner through the process, we would like to suggest a few tips and tricks to make sure you have a successful advertising campaign.

1. Create catchy copy: Keep it simple, clear and captivating.  Create a call to action so people are more likely to click on your advertisement. Use words such a free, under $20, sale or other phrases that will engage more people to click your ad. And remember, spell check.  There is nothing more unattractive than an ad with grammar issues.
2. Inspire with imagery: Pick an image that is clear, vibrant and eye catching.  Ads are small, so make sure the picture is simple.  Logos are ok, but only if they are highly recognizable.  If you have an aesthetically pleasing product, showcase it. Remember, it is the photos that will grab your viewers’ attention first and foremost before the copy.
3. Try a sponsored story: These types of ads typically get a higher click-through rate.  Tapping into word-of-mouth marketing in the social world is huge.  If users see that their Facebook friends like your product, they are more inclined to check it out.
4. Target your audience, but do not be too specific: Facebook is really good about targeting your audience.  If your product is focused towards women in Florida who are 35-55 and like cooking, GREAT! You’ll be able to specifically target these ladies through Facebook advertising.  While there are some limitations with ad targeting, it is only to prevent you from making your target too narrow.
5. Test multiple ads: We love that Facebook gives you the option to test multiple ad designs at once.  Facebook will give you metrics on each ad’s performance.  You will be able to see which ad responds best with your audience, and you can continue your campaign from there.
6. Chose CPC: Cost per click is the way to go.  This is generally the most cost effective way to go about Facebook advertising.  You will only pay when a Facebook user clicks on your ad.
7. Direct your ads towards your Facebook page:  When a Facebook user clicks on your ad, where does it go?  Facebook reports that if your ad directs users to your Facebook page or a Facebook app, you will see a 50 percent improvement on ROI.  Users in Facebook want to stay in Facebook so it is best to keep them within the site. Also, reports show that the average Facebook ad cost-per-click is significantly less than if the ad directs them away from Facebook.
8. Keep your ads fresh: Change up your ads every few weeks.  Whether you change the image, copy or who you are targeting, you will see better engagement. Keep an eye on your campaign and keep it fresh so ad performance does not drop.

You’ve heard these funny words before, but what exactly do they mean?  Learn the Twitter Lingo in under 60 seconds with the TMC Tweetionary.

(1) Tweet: A public message consisting of 140 characters or less, sent across the network, Twitter.

(2) #Hashtag: The # symbol is used to mark keywords or topics in a Tweet.  For example, “Just had 2 delicious tacos from @TijuanaFlats for only $5 #TacoTuesday.” If someone were to search #TacoTuesday within Twitter, Twitter will populate anyone who has used #TacoTuesday into one stream.  Twitter uses the hashtag to help populate searches.

(3) @Mention: Allows you to speak directly to a Twitter handle and will notify them of your tweet. For example, Tijuana Flats will be notified that I thought their $5 taco meal was delicious.

(4) ReTweet: When someone on Twitter tweets one of your tweet to their followers.

Now that you have a grasp on Facebook’s EdgeRank, we know that to optimize a post it needs to foster engagement.  Here are 5 fool proof tips to create likes, shares and comments.

1. Ask your audience a question.  There’s no better way to start a conversation than to ask your audience a question.  Start your post with “would,” “when,” “where,” “should,” or “what.”  For example, if you are a restaurant, ask your fans “What is your favorite appetizer?”  You could also post, “Mozzarella Sticks or Potato Skins?”  When a simple one worded answer is requested, you’re more likely to get an answer.  These are great posts for pages with a smaller or less engaged network.  Once you see engagement increase with your brand, open-ended questions are highly suggested.  Heinz Ketchup has created a “Memory Monday” for fans which allows their fans to write a memory every Monday that they have had with Heinz.

2. Engage with post interaction.  If fans comment on your post, reply! Continue the conversation and keep it going.  If you reply to your fans, @mention their name so it tags them.  This will notify them that you have replied, bringing them back to the conversation.  Regardless if it’s negative or positive feedback you receive, be cautious about how you reply.  Eyes are on that post, and fans will remember how the brand interacts with its consumers.  Remember, the more comments, the more likely the post is optimized into newsfeeds.

3. Photos, Photos, PHOTOS!  Time and time again, we notice that photos receive the most engagement, interaction and eyeballs.  Think about it… would you rather read a status update of lengthy words or view a photo that says it all?  Just remember to keep your photo relevant to your business.  If you are a chocolate company, don’t post a photo of a can of soup.  Your audience has liked your page because they probably like chocolate. Instead, think about posting a photo of new chocolate products, gift ideas or photos of “behind the scenes” in the chocolate shop. As they say in the world of Facebook, a picture is worth a thousand views.

4. Post a video.  Videos weigh heavy in EdgeRank.  If you are able to gain traction on a video, your post will be heavily optimized.  As of July 2012, Facebook surpassed Yahoo as the second most popular site to view videos with YouTube ranking number 1. Videos such as sneak peeks of a product create a lot of viral buzz.  If you don’t have a new product rolling out, create a tutorial and ask for fan feedback.

5. When all else fails, deliberately ASK for engagement.  This is different from asking a question.  Instead of leaving something open ended, ask for a “like” or “share.”  That’s right, ask and you shall receive.  If it’s Friday, ask your fans to “LIKE” your post if they are excited it is Friday.  Again, who doesn’t like Friday? I know I do! For instance, if you own a smoothie shop, post a photo of a customer favorite and ask your audience to “Like” the photo if they like that smoothie! Remember, photos carry extra weight in Facebook EdgeRank, so asking for engagement on a photo is key.  If you post a link to your blog, ask them to share it with their friends.  If they find it helpful, they are more likely to share it with a little boost of encouragement.