Strategy Session: Anti-social Media
Other sites similar to Twitter include Pownce.com, Jaiku.com and Plurk.com. (Other sites that sound like they may be real but aren't include Twitch, Burp and Floose. Sorry, I couldn't resist.)
Can You Face the Facts?
Facebook (www.facebook.com) is the world's most popular social networking site, with more than 175 million members (about 36 million in the U.S.). However, it is less business-oriented than LinkedIn and more focused on students. In a 2006 USA Today study, Facebook was named the second most popular thing among undergraduates-tied with beer (iPods were No. 1).
Facebook does accept advertising-and allows you to target your ad by age, gender, location and other criteria. Plus you can pay by click or per impression. In addition, Facebook has an online tracking and measurement tool that allows you to track your advertising in real time and then make modifications to maximize your results.
There is an extreme limit to the words you are allowed-for example, your headline can only take up 25 characters. You also can give your daily budget-how much you are prepared to spend every day, before your advertisement is removed.
To test its effectiveness, I placed an ad on Facebook offering my Free 101 Ways to Improve Response. According to Facebook's daily reports, my ad was exposed to 16,665 marketing professionals. So far, I have received two responses for 54 cents each. Based on these results, Facebook is not going to be a major media buy for me going forward.
Facebook also offers 10 suggested best practices for advertising, which apply to all social media. They include: identify your advertising goals, target the audience you want, use keywords that resonate with your audience or offer, make your product stand out, keep your ad simple, use a strong call to action, use an image, use a landing pages, keep the user experience in mind, and evaluate your campaign performance and make the necessary changes. You can find a complete description of them at www.facebook.com/ads/best_practices.php