We Live in a Pay to Play World… Let’s Embrace It!
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Abby MeyerWeb Content/ Social Media Specialist
Organic reach hovers below 5% on Facebook.
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352 people reached
569 people reached
At a big university, quality content can go a long way organically. But for smaller schools, sometimes Facebook posts need a literal “boost” to reach your desired audience.
@abbyelisabeth25
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@abbyelisabeth25
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42 Shares4 Comments
354 Reactions20K Reached
14 Shares33 comments471 Reactions15.6K Reached
79 Shares20 comments743 Reactions33.4K Reached
What’s the return on investment?
Depends on your objective!
Reviewing event attendees, click-through rates on links, and community
engagement are some metrics to measure success of paid content objectives.
@abbyelisabeth25
#HEWEB17
Depends on your marketing goals.
Boosted posts can build reach and fan base.
Ads are more likely to bring tangible outcomes or conversions due to the robust targeting and
objective options.
@abbyelisabeth25
#HEWEB17
Facebook Boosted Post, Boosted Post Ad, or Facebook Ad?
Facebook Boosted Post, Boosted Post Ad, or Facebook Ad?
Boosted Page Posts Boosted Post Ads Facebook Ads
Appears on FB Page X X
Location Targeting X X X
Age & Gender Targeting
X X X
Interest Targeting X X X
Language Targeting X X
Behavior Targeting X X
Ad Scheduling X X
Call to Action Button X
Optimized Bidding X X
Multiple Images X X
Instagram Ads X X
Righthand Side Ads X X
Objective Choice X X
Which platform should I advertise on?!
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Where is your audience most active?
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Stories
Links that are boosted on Facebook can be sponsored content on Instagram as well, as long as it has a thumbnail photo.
Are you paying for content now on social media?
If so, what is the content and is it effective?
If not, where are resources going instead of social?
@abbyelisabeth25
#HEWEB17
Promote specific hashtags for events to encourage real-time engagement.
Develop content stream to display those engagements.
@abbyelisabeth25
#HEWEB17
@abbyelisabeth25
#HEWEB17
Target prospective clinical trial participants
for Research Studies.
(women in the area, ages 50-60)
Target your community to participate in events
based on the theme.
(People in the area who enjoy riding their bikes,
physical exercise, physical fitness, or mountain biking.)
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Target Consumers for specific services
offered.
@abbyelisabeth25
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(Targeting people
interested in arthritis
awareness, chronic pain,
diabetes, etc. in the
area.)
Target prospective students to increase
applications.
@abbyelisabeth25
#HEWEB17
(Targeting current undergrad students in
NE, interested in health and science, for six
weeks.)
Target general public to increase Brand
Awareness.
@abbyelisabeth25
#HEWEB17
(Targeting Nebraskans
who are interested in the
state and its
government.)
Replacing print/radio 🙌