There are two cases where it really makes sense to run a Facebook Ad. But it cannot be a standalone strategy. Let’s look at what needs to be set up before you start running ads or boosting posts, so that you don’t spend your money on useless “eyeballs.”
Social Strategy 201When social media gained wide usage among the general public, it was a godsend to marketers. You could reach a wide audience (for free!), build relationships with them, and gather a community of supporters. Those days are over. That means our social strategy has to change. Harboring old beliefs about how social used to work risks wasting time and effort. Social Strategy 201 is about how to rethink our social strategy in light of these new realities. This 5-part mini-series on Social Strategy is part of a larger 20-part series called "Content Marketing 201" to help you up your game with more intermediate and advanced strategies. It starts with Episode 164: Social Is Not What It Used to Be: Social Strategy 201. Listen in: Apple Podcasts | Spotify | Stitcher | Overcast | Pocket Casts | Google Play | Anchor
In Episode 168, I question the concept of getting a large social media following. Large numbers of “eyeballs” often don’t do us much good compared to the tight connections of smaller groups to cultivate an ardent community of supporters.
By treating our marketing efforts like an experiment, we can set metrics, collect data, analyze the results, and then make the necessary adjustments. Episode 166 is about how to put a simple plan in action to get better results from your social campaigns.
The algorithms are working against us now. Episode 165 offers two strategies to adapt to the new, more restrictive world of social media marketing: How to do an end-run around the algorithms, and three steps to lean into what is still the best part of social.
The glory days of social are over. Free organic reach is a thing of the past. What used to work is no longer effective. So, are there still ways for us to use social media to build relationships with an audience without having to pay-to-play? Of course there are.