Social Media Advertising: Decoding Facebook, Twitter & LinkedIn

Social Media Advertising: Decoding Facebook, Twitter & LinkedIn

Georgia Acott
30 September 2016
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Social media advertising couldn’t be easier… and here’s why you should do it!

Why Should We Invest in Social Media Advertising?

  • Increases reach.
  • Increases engagement on social media.
  • Drives traffic to our website.
  • Advanced targeting by interests and purchase behaviour. We can also upload lists of people to target specifically.
  • We can track conversion to help measure the performance of ads. This further informs our social media advertising strategy.

Twitter

We can advertise on Twitter by creating promoted tweets, accounts, and trends. Promoted tweets appear directly in the timelines of our selected target audience. Promoted accounts suggest users follow our page due to related interest. This means we’ll appear on our target audience’s home timelines, ‘Who to Follow’ page, and in their search results. There is also the option of sharing a story which will be promoted on the trends tab for 24 hours.

Twitter advertising is easy and simple to do and attracts people that might be interested in our brand. An advantage of Twitter advertising over Facebook is the use of hashtags. Facebook is a more private platform for building relationships, meaning hashtags tend to only reach people within our community. On Twitter, promoting a hashtag means it will be picked up by our target audiences and the trend could catch on, increasing our reach and brand awareness. We can measure the extent to which people are using the hashtag with media monitoring tools such as Meltwater. Sentiment also helps analyse the context in which people are using our hashtag, giving us insight that can improve our social media advertising strategy.

Facebook

However if we want to grow our brand awareness even further through social media advertising, we can also promote content on Facebook via the News Feed or the Facebook right hand column. To re-publish posted content, we can use the ‘boost’ tool, which makes posts appear higher up in the target audience’s News Feeds, so boost up your brand and get noticed!

Facebook provides brands with the opportunity to A/B test ads, proving to be an advantage over Twitter. It allows brands to analyse which ads do best according to their target audience.  Brands can then monitor campaign performance with media monitoring tools. Meltwater can measure the number of people that are picking up the post and talking about it on social media, informing us of where and to whom we should target next.

Social media advertising

LinkedIn

For targeting professionals in the industry, we can use premium display ads, sponsored InMail, and direct sponsored content. One substantial difference of LinkedIn advertising is the sponsored InMail which allows us to deliver content directly to our target audience’s LinkedIn inbox. Sponsored content works in a similar way to Twitter as we can promote content that is sent onto our target audience’s timelines.

LinkedIn also takes into account the user’s industry, job title, and their place of work, providing companies with the prospect of communicating with many people who work for a business, as opposed to engaging with one general brand account. The in-depth information about employment also provides us with more detailed targeting for social media advertising, increasing the opportunity to generate high quality leads or a group of professionals that are likely to be interested in working for us.

To learn about the secret to successful social media strategy, read our blog here.