Is paying for Facebook fans robbing your page of authenticity?
There are a lot of strongly held opinions about building your Facebook fan base using “organic” strategies versus “paid” advertising on Facebook. By “organic,” we mean fans that find and “like” your Facebook page based on their interest in your content, rather than by targeted ads on the right side their Facebook newsfeed.
One of the arguments for organic growth is “quality over quantity.” Facebook pages with good organic growth are reaching the core audience of your brand, and that audience is deeply engaged in your brand. Quality engagements from brand ambassadors drive recommendations, which help to raise awareness and create more ambassadors.
But this strategy does not necessarily reach far outside of that core audience. Also, there are plenty of examples in the direct marketing world of the benefits of building a sizable database; wineries with successful direct programs want more email addresses, not less.
On the other hand, Facebook pages with too many “purchased” fans often suffer from low engagement metrics, fans dropping out of newsfeeds, etc.
The best solution is a blend. Mixing compelling posts, creative promotions (such as giveaways, where legal), and Facebook advertising extends your brand’s message to like-minded audiences. Now you are reaching out to a people more likely to be interested and involved with your brand
Modest Ad Buys Work. We have had great success spending as little as $500 in Facebook ads that support larger campaigns, such as a sales push. Tying the ad into page content helps spread the word. And these ads can be highly targeted to reach the audience for your campaign.
Ripple Effect of Ads. You want to leverage the network effect to reach people with similar interests. For example, let’s say you love soccer. Chances are, many of your friends on Facebook also like soccer. When a friend “likes” a new Adidas soccer cleat, you see that cleat in your Facebook feed, and you are more likely to check out the Adidas page. Advertising on Facebook can have a similar effect.
OK, But Does it Last? Yes and no. You will see “engaged users” go down after finishing a Facebook campaign. But that is because clicking on the ad is considered an engagement. Don’t be scared of the post-ad drop. It will level out and be higher than where it was before your ad buy.
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