Continuing from yesterday’s post that highlighted how to get maximum public relations benefits from Facebook, today is all about coverage and CASH MONEY (Holla!)
Coverage is Limitless
Facebook can fill many gaps caused by the receding of traditional media (television, newspapers, etc.) It does this by giving businesses access to thousands of people around the world. As a result, companies can expand their reach and coverage exponentially.
This is achieved through likes and shares. As you can see from the picture, this particular post received four likes and one share, but notice how 151 people saw this post? Every time a person likes or shares a post it increases its occurrence on other individuals’ pages. Tailoring your posts allows you to play with the coverage, but don’t be afraid switch it up. Post opinions, funny pictures or projects you’re working on. People want to know you’re not a robot. Like I said in yesterday’s post, personal relationships built from social media can lead to future benefits.
Say what?! MONEY!
Are working on a campaign? Are you looking to generate coverage? Well…it’s going to cost money and lots of it if you’re utilizing traditional media (I’m not knocking traditional media, so calm down). Fortunately, if you’re working on a budget Facebook uses a bidding and pricing system that allows companies to obtain inexpensive coverage.
Facebook gives users multiple ways to generate coverage through monetary means: cost per impressions and cost per click. CPM stands for cost per 1,000 impressions. This means you’ll pay when people see your ad. Your impressions will be optimized so your ad is shown to people who are most likely to help you reach your goal, if you created your target audience. With CPC you pay for clicks, and you’ll be charged each time someone clicks on your ad, guaranteeing people see and interact with your ad.
Sandra Dimsdale Horan, public relations and marketing manager at the Polk Museum of Art, utilizes Facebook’s tools to promote upcoming exhibits and ads. “Boosting in News Feed has been very helpful in generating coverage for us,” she said. “But you have to be strategic about your posts, such as knowing when to post, what time, and how often.”
Promoting your page is another great way to gain coverage. As Facebook’s form of SEO, it’s a cost-effective way to promote your brand. The amount you pay to promote your page depends on how many people you want to reach. A bigger budget allows more people to see the ads and encourages them to like your page.
Facebook has three budget options for promoting your page. The option you choose determines your daily cost, as well as the estimated number of likes you will receive.
No matter if you’re a small or large company, utilizing Facebook’s multiple tools with public relations in mind can help you successfully build your brand and gain valuable media coverage.