It’s undeniable that Facebook, among other social media platforms, is a viable tool for marketing. Facebook’s sponsored posts can be aimed at every Facebook user’s news feed (that’s over 1.7 billion monthly active users, or more than the population of China). But just how effective are these sponsored posts? The answer is not so simple.
Pushing Facebook sponsored posts costs money, and to make sure there is an adequate ROI, one must target the right audience. The social networking sight has oceans of data that can be utilized to target a certain demographic, but without direction, this data is useless. Facebook can target the age, gender, race, geographic location, music taste or almost any other aspect of an audience. This should always be considered, otherwise Facebook can display a sponsored post in a market that has no interest. After all, Facebook spans the entire world, but not all brands do.
The ROI from sponsored Facebook advertising is hard to quantify in direct sales, but can be seen clearer in other areas. Indirect ROIs can take more of a PR return, which includes awareness, reputation management and user engagement. Now, these Facebook sponsored ad campaigns are great at gaining Facebook likes, but do not always have a great return in other areas. There is no better way to improve a Facebook presence than with Facebook sponsored posts. This is great for an enterprise that finds social media as a viable engagement source, but not the case for a brand with no need for Facebook presence.
The Bottom Line
It is nearly impossible to know just how effective a Facebook sponsored campaign will be, but there are ways to increase the likelihood of its success. Many brands successfully use Facebook to help boost their market presence, so long as their target audience is accounted for within Facebook. With all this uncertainty, it is important to actively monitor this audience to ensure marketing dollars are being well spent.
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