Tag Archives: Facebook

Facebook Ads for Fun (not Profit)

A month or so ago, a volunteer Facebook Page admin & I decided to play around with some Facebook ads for our Page. He had done the research on the ins-and-outs of successful ads, and since the cost was mere change, we decided to spend $25 in the name of experimentation.

We used GoogleDocs to collaborate to draft up some ads, pick target audiences, determine run times, and choose our daily and overall ad spending caps. Ads can be targeted by age, location (even city), education, interests, etc. For example, Facebook could tell us that in our targeted area, there were 81,000+ users who listed some variation of hostel or travel in their interests, so we knew that to be our potential market going in.

Facebook Ad Test
62 viewers went to the trouble of clicking on our 2 ads. Facebook reports a huge number of ‘impressions’ or times the ad appeared on pages–like 172,000 for our two ads, targeted to ‘travelers’ over 5 days.

But do you ever even look at the ads?? I mentally block them out. And I assume you do, too, which is why purchasing Facebook ads is a questionable tactic. Only .03% of our impressions were ever clicked.

Perhaps that was because we way under-bid the suggested ‘price per click’–we picked $0.43. Currently going at $0.70-0.90, our averages turned out to be $0.35-0.41 cents per click. But hey, this was an experiment, right?!

Our ad readers had listed their interests as: traveling (18 clickers), reading, (17), music (14; hmmm…this one is interesting), travel (11) and photography (10). 50% of viewers were women…60% of viewers were women under age 44. As targeted, most viewers were from Colorado, Nebraska & Utah.

Oh, yeah, I also spent a crazy amount of time tracking down coupon codes for free ads, searching for ‘free facebook ads’, none of which ever worked, but by the time I got to the ad set-up stage to try out the codes, I was already time-invested and committed to clicking a few more buttons to start the ads.

I’ll admit, I’m often wow-ed by numbers, though, that I later can’t explain or make sense of.

What I do know is that I spent a grand total of $24.89. We had better success with a slightly higher rate per click, and on the ad that ran over the weekend.

From “Pimp my Nonprofit….”, “Facebook knows an extraordinary amount about its users and can provide very targeted ads, which is pretty frightening” (agreed!), but could be effective for the right market, say–reaching students interested in internships. The time in analyzing such ads is similar to analyzing a GoogleAdWords campaign–without knowing much about these, either analysis seems like another great internship opportunity, to me.

Facebook ads for fun…. And measuring sector interest. And adding a few (but not your most loyal, perhaps) fans–like direct mail solicitation for Facebook. And to understand the strategy behind the machine.

Some others’ notes on the subject:
• General business strategy thoughts from Forrester Research’s Jeremiah Owyang
• Kivi Leroux Miller’s EcoScribe Communications Online Marketing for Nonprofits

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Help! Facebook changed and I can’t find the minutiae!!

Already using Facebook Pages and want to know some ins and outs with the new system?

It doesn’t appear that Facebook supports migrating Group to Pages any more. Here is what is says on their help page:

I’d like to convert my Facebook Group to a Page.

“We’re no longer able to convert Facebook Groups into Pages. You’re welcome to create a Page and notify your Group members that you’ll be using the Page instead of the Group going forward. If your Group has too many members to send them a message, we unfortunately aren’t able to provide you with any other solutions for how you might contact them about this change.”

Know what else? If your Page had Fans before the big changeover in March, they’re likely not getting your updates. Seems, despite the bevy of complaints and comments on this issue, the only fix is to ask long-time Fans to unfriend you and become a new Fan. Gulp.

You can submit a complaint to FB.

We’ve tried testing this theory with Fans old and new and can’t figure out if this still holds true or not, but here’s how Fans can make sure they’re seeing your info (Wall Posts):
– At the bottom of your Wall, in the light blue strip, click on Edit Options on the right. If people or profiles are hidden from your Wall, you’ll have this option.
– Then choose Public Profiles, and add selected groups to News Feed. Click Close to save changes.
– You can always ‘hide’ again by hovering to the right of that post and clicking on the Hide button that appears.

Here’s an analysis of why this is happening, from Post #72:
With the new change to Pages posting status updates, it is a different agreement, both literally and in the code…..I am guessing here, but I think in order to approve the status updates from products, you need to check a box in a new “column” called “Yes I am a fan and will accept news feeds.” Although that column is invisible to the user, it is a literal column of information in a database table.

Facebook is now set up so that you can be a Friend or a Fan, and also separately indicate accept feeds. They do this with the Block–you can be a friend/fan AND completely block the feed; there is no more “see less of” ruler to dictate what you’d like to see, and not. Facebook seems to be playing it safe on spam by making people virtually have to resubscribe to get feeds via this ‘double Opt-In’.

On the other hand
, Facebook apps are supposed to be more transparent…
…maybe when the directory is posted we’ll be able to figure out which applications can be added to non-profit pages, or not, from the get-go.

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Latest (not last…) Word on Facebook: Go with a Page

The tide is turning from the ‘Can’t decide? Get a page and a group on Facebook.’ advice to:
Pages

With Facebook’s upgrade to Pages two weeks ago, the features once held only by Facebook Groups are now integrated. WildApricot tells more about the changeover, and echoes the buzz–Pages are better.

Already have a Group? Facebook will merge your Group with your Page.

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Book Review: Facebook Marketing

Facebook Marketing: Leverage Social Media to Grow Your Business by Steven Holzner was just published in 2008, but is already outdated since Facebook’s Pages update last week.

Nevertheless, it’s a fine tutorial for those bewildered by the many menus and aspects of Facebook’s user interface. I’d recommend it to anyone who’s spent the requisite 2 minutes setting up an account and wonders ‘Now what?!’

Chapters 1-4 walk you through (albeit with some outdated screen shots) setting up your account’s bells and whistles, and gives good detail on how and why to create groups, pages and events. There’s a chapter explaining ads, should you be interested in exploring paid promotion of your Facebook pages. If you have a savvy computer programmer, there’s an overview of developing Facebook applications, too.

Despite the rapidly changing social networking scene, Facebook Marketing serves as a useful primer to the beginning user, and even clarifies some more elusive Facebook aspects such as profile security, event invites, and searching for similar groups. There’s also coverage of Facebook Marketplace, which remains an arena I’m not willing to explore as it seemingly has little to no application to non-profits.

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Facebook Apps

Want to build an app for Facebook?
Convio has some suggestions:

Here are tools and companies to help:
FreeCause
Social Agency’s SpredFast
Convio users have a tool built-in.

Others?

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Research Report: Teens & Social Networking

For those of you who are intrigued by Facebook and MySpace’s clutch on teens, you may be interested in this dissertation describing their attitudes towards security and transparency online.

It’s hefty, but there’s a thorough index that you can browse.

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Segmenting Facebook

Think about new media users as one of three types: Influencers, Advocates & Enthusiasts–do you have a strategy to reach each of these??

Good heavens, no! We all hardly know about this stuff, let alone have THREE separate strategies to reach a market on JUST ONE TOOL!

These guys recommend we get a segmented strategy:
Article from Social Media Today
Beth’s ‘Who-What-How’

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