This blog walks you through the social media promotion ideas of making successful advertising campaigns across the three main social media platforms: Facebook, Twitter, and LinkedIn.

facebookLogoFacebook Campaign Facebook ad campaigns are structured into three levels: the campaign, ad set, and ad. The creation of your ad campaign begins with setting the objective of your campaign, then goes into deciding whom to target your ad to and what pricing to set, and finishes with the creative aspects of choosing images, writing copy, and selecting ad placements. Under each campaign, where you promote a certain offer, you can have one or several ad sets, also known as separate audiences based on differences in targeting characteristics. Then, under each individual ad set, you can have a variety of ads that differ in image and/or copy. With this structure, you can tailor ads specifically to the various audiences under each campaign, allowing for more personalized ads for viewers. There are many Facebook ad types, the main of which are Promoted Posts and Boosted Posts. 

Promoted Post A Promoted Post is a post created specifically as an ad that you pay for to promote to Facebook users. It will show up in users’ news feeds like a normal post—but not on your Facebook business page—and will have the word “Sponsored” displayed under the name of your business page. With a Promoted Post, you can use a specific tracking token on your URL to inform you as to which leads are coming from your ad, get super specific with targeting and audiences, and test out several different ads to see which performs best.

Boosted Post A Boosted Post is an organic post on your Facebook business page that you put money behind, and Facebook will deliver your post to a wider audience like with a Promoted Post. When compared to Promoted Posts, Boosted Posts have more of a focus on reaching your existing fans and increasing engagement on your Facebook page’s posts to make it seem like the engagement is organic, though they can also be served to people who don’t already like your page. To boost a post, go to your business page and click the “Boost Post” button under the post.                                                                                                                

bird2Advertising on Twitter For paid advertising on Twitter, you have your choice between several different options: Promoted Tweets, Followers (Promoted Account), app installs or engagements, or video views on Twitter. When deciding between the options, think of what your goal is. Do you want people to view a blog post or visit a webpage? Promoted Tweets are your best bet. Do you want to increase brand awareness by getting people to follow your account? Go with the Followers (Promoted Account) option. Since generally companies use Twitter Ads to get people to visit a certain webpage, Promoted Tweets typically are the way to go. 

Promoted Tweet A Promoted Tweet can either be a Tweet that your account has already created before and whichyou can pay to promote to a wider audience (similar to a Boosted Post on Facebook), or it’s a Tweetdesigned specifically as an ad that will appear in users’ timelines and search results but not your own Twitter account (like a Promoted Post on Facebook). The former option can help increase engagement on your Twitter handle, and the engagement will appear to be organic. With the latter option, you can use a specialized tracking token on the URL, which will help you identify how many website visits and leads came from paid channels. 

Followers (Promoted Account) By choosing the Followers (Promoted Account) option, a link to promote your account, rather thana Tweet to promote a separate URL, will show up in users’ timelines. You have 140 characters tomake your account seem awesome and worth following, so make every character count! 

Apps or VideosThe other two options are app installs or engagements as well as video views. The former is a goodchoice for mobile advertising if you have an app that you would like to promote, while the latter isused to get views on a promoted video.

linkedinAdvertising on Linkedin Similarly to Twitter and Facebook, with LinkedIn you can either create an Ad or a Sponsored AdAn Ad is more along the lines of your standard banner ad: picture and not much text, placed on the side of the screen. 

Sponsored UpdatesThere are two types of Sponsored Updates. Direct Sponsored Content is a post that shows up inusers’ feeds that doesn’t go on your own LinkedIn page, while a standard Sponsored Post is a post on your own page that is “boosted” with money and can also show up in users’ feeds. With Direct Sponsored Content, you can use a specific tracking token to inform you as to which leads are coming from paid channels, go deep into targeting audiences, and test out several different ads to see which ones perform best.There’s a lot of experimenting, tweaking, failing, and learning when creating ad campaigns, especially with your first few, but once you’ve discovered what works, social media advertising is a good method for social media promotions.


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