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By Ted Janusz

SOCIAL MEDIA

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WHAT REALLY HAPPENS WHEN YOU


BOOST A FACEBOOK POST
HAVE YOU FLOWN ON A
plane recently?
Yesterday on my flight I noticed there
were three separate sections to the cabin.
First, we had first class (and everyone
understands the implications of that). Next,
we had something called "business classl'

After that, in the back, the cattle car.


Here is what "business class" means:

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Facebook recently instituted yet another

algorithm change that reduced that number even further.

before, you need to pay an additional fee.


The same thing happened to Facebook.

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Not so long ogo, Facebook changed

If

you dont want to be jammed in among the


cows mooing in the back of the plane, you
now need to upgrade to business class. It's

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something that we fliers used to, in many


for free. But now to get the same
legroom on a flight that you used to get
cases, get

an algorithm so that not all of the people

Some experts now claim that the percent of people who have liked your page

who will see one of your organic posts has


now dropped into single digits.
So how can you get more of your fans to
see

your posts?

who "liked' your business page would see


all of your updates to your page in their

posts. In other words, to pay for what you

newsfeeds.

used to get from Facebook for free.

You are now required to "boost" your

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Nour, despite what you might think, this


is not all bad.

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For instance, you probably have liked
multiple Facebook business pages yourself.
Could you imagine if you saw every post
from the owner of every business page?

Your Facebook newsfeed would soon start


to look like your email account-which can
now be up to 80 percent spam.
Even further, let's assume that you are
an insurance agent. Facebook now gives

you the ability to place your post or an ad


in the newsfeeds of the people who are not
yet aware of your page but are most likely
to desire your services. For instance, you
can now target all of those Facebook users

within your community who have recently


changed their status to, say, "engagedi'
This presents you with an opportunity
that you can get in no other medium. For

A day later, Facebook informed me that


it had achieved for me following numbers:
57 6
- number of people I had reached
with my boosted post
40
number of people who had liked,

,
o

cost per action

the group. No members of Meeting

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were not even from the United States.

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selected my interests.

No meeting professionals were among

But then I took a look at the profiles


of those who had actually liked my post,
and

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I discovered the following in their

descriptions:
works at Self Employed and Loving

It!

studied at Apollo College of Medical


and Dental Careers
worked at Getting MOI{EY
self-employed and works at Detective
Works

.
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in an open relationship
works at Asplundh Tree Experts
secLrity guard at Admiral Security
Services Inc. and sales associate at

DIRECTV
oPerations packed down crew mem-

ber at Home Depot

.
o
I

I had intended to reach when I had

Professionals International. Some users

Based on my experience and insights,

worked at Hustler

These were not the kinds of Facebook

economical way to reach similar prospects?

And because the information would be

the test.

help desk at Ernst Conservation Seeds

users

.
.

post to

works at VIP Handbags d, MORE

had recently mailed postcards to association contacts, at a cost per action that was
nearly double. Might Facebook be a more

to put your message in front of people who


have no need for your services, you can
cost-efficiently target only likely prospects.

studies at Ecumenical Theological

and Local Union 1175

of which seemed very commend-

able and reasonable, considering that

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sta/-at-home parent
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commented or shared the post

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So, I decided to put boosting

.
.

A license at
Lfe and lives in Mayaguez,

studied CDL Class


College of

$20.00 spent

instance, instead of wasting your resources

more relevant to that target audience, they


would be more likely to engage with your
post, and other similarly boosted targeted
posts, they now find in their newsfeeds.
Certainly makes a lot of sense.

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blow mold operator at lgloo Coolers


works at Titan Tube Fabricators and

Based on this deeper dive, I elected not


to re-boost the ad.
Although, in theory, being able to target
your intended audience on Facebook is
very appealing, the results that I achieved
left something to be desired. nNf
Ted Janusz has been honored

to contribute articles to all seven annu al PIA Agency


Marketing Guides and has conducted multiple webinars for PIA on marketing. Because
Baby Boomers learn about and use social
media differently from other generations,
Ted conducts his "social Media for Baby
Boomers" workshops for insurance agents
and insurance companies who want to use
social media to produce a bottom-line
impact for their agencies and companies.

Wortham Theater Center

had written an article on "The Association


Conference of the Futurel' The article does

not directly promote services, but instead


discusses the benefits of having an int'eractive keynote address at a conference.

I elected to spend $20 for the day to


boost the post on Facebook.
Since I am not an insurance agent,
but a professional speaker, when it came
time to select the interests of the people
on Facebook that I want to reach, I chose

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"Meeting and convention planner or Meeting


Professionals International

in the tJnited

States."

Then I spun the wheel.

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| www.piar:*r.c*m

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