The power of Social Media comes from the two-way conversation as opposed to the one-way “push” from traditional media. It allows for great customer service and feedback from business to consumer/client.

But Social Media also doesn’t work in a vacuum. It’s a part of your overarching business strategy and must be aligned with your overarching marketing strategy.

Even though we trust word-of-mouth recommendations over advertisements, there still is something to be said about branding and “getting eyeballs”.

If advertising didn’t work and didn’t prove an ROI, then why would the world’s largest brands – Coca Cola, McDonalds, Nike – continue to spend millions?

But most companies can’t afford spending millions or hiring huge ad agencies to come up with creative concepts and advertising buys.

And Facebook’s Edgerank algorithm is a moving target (kind of like herding cats) to figure out how to get exposure to more than 16% of your Fans (or Likers).

So to get exposure to a new audience, you have to do more than just have a Facebook page. You may want to look at investing in ads.

The great news this week is that Facebook has announced that their ad system is going to be based on OUTCOMES – which is phenomenal.

Facebook Ad Video

According to their site:

“It’s all about objective

Businesses told us that when creating an ad, they didn’t want to choose an ad unit — they wanted to meet an objective. We spoke with marketers of all types and sizes to uncover the objectives that matter most to them. They are:

  • Clicks to Website
  • Website Conversions
  • Page Post Engagement
  • Page Likes
  • App Installs
  • App Engagement
  • In-store Offer claims
  • Event Responses”

So what this means, is that you are only paying for the clicks that actually meet your objectives instead of spending money just for exposure.

You set your budget, you set your objectives and if your objectives aren’t being met, you essentially get “free” exposure.

And since the “rule of thumb” in marketing is that it takes between 8 to 10 times for your brand to be seen before you begin to generate resonance with your audience, then these additional points of exposure certainly help generate awareness.

Give it a try and see how it goes!

Let me know your results and how your campaigns performed. I’d love to know: leslie {at} punchmedia.ca

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About Leslie Hughes

Leslie Hughes is a LinkedIn Optimization Specialist, LinkedIn Top Voice, and Corporate Trainer with over 25 years of experience in digital marketing and LinkedIn profile writing. As the Principal of PUNCH!media and author of "CREATE. CONNECT. CONVERT," Leslie helps executives and professionals optimize their LinkedIn profiles, generate leads, and attract higher-paying clients. Recognized as a LinkedIn Top Voice—an exclusive honor from LinkedIn—Leslie is a trusted authority on LinkedIn profile optimization, AI-driven marketing strategies, and digital identity management. Her expertise has been featured on CBC Radio, where she was called a "Social Media Guru," and on CTV’s "The Social," where she shared strategies for managing digital identity. Leslie empowers professionals to leverage generative AI tools like ChatGPT to enhance marketing strategies, boost efficiency, and create impactful content that converts. She helps businesses understand how to use LinkedIn for lead generation and how AI can revolutionize their digital marketing efforts. Leslie has worked with top organizations like Investment Planning Counsel, Guardian Life Insurance Company of America, JLL, and Franklin Templeton, optimizing LinkedIn profiles and providing corporate training that delivers measurable results. Leslie is a former college professor and co-lead instructor for Ontario Tech University’s Social Media Marketing and Digital Management Certificate. Whether you need a LinkedIn profile writer, corporate trainer, or AI marketing specialist, Leslie Hughes can help you elevate your digital presence and transform your marketing strategy. Ready to take your LinkedIn profile and corporate training to the next level? Learn more at www.punchmedia.ca.