OK, let’s just be blunt – for the purposes of this post, “social media” means Facebook and Twitter. And let’s be even more blunt – don’t even bother with paid advertising on Twitter. Save your money, flush it down the drain, or – if you really must do something with it – send it my way. It’ll do you more good. At least I will say something nice about you for it!
I’ve worked with paid tweets on Twitter over three businesses now. It’s not so much that the results have been poor. It’s that the results have been nonexistent. That’s right: zero, zilch, nada – not a damn thing. Morgon and I experimented a fair amount with them and nothing worked at all.
With that said… I do think that someone with a larger Twitter following could see something from it. Even then, however, I suspect that the ROI would be atrocious. The short answer with Twitter is simple. Don’t waste your money.
Paid advertising on Facebook, on the other hand, has provided results. The ROI is not fantastic, but it’s been better than some other advertising we’ve done. The thing about Facebook’s paid advertising, however, is that you have to be smart about how you use it.
The main reason I think Facebook is more successful than Twitter on this front is because Facebook gives you – the user – far more control. Facebook actually gives you a lot of options. Too many options, in some ways. But what really makes it usable is the controls they give you for ad targeting. Specifically, Facebook gives you three kinds of control that Twitter simply doesn’t.
First, Facebook lets you target ads locally – not just locally, but hyper-locally. I can target ads to a country, state, or city. Nice, right? Or I can target one particular zip code. Or I can even give it a specific address and a radius around that address. For a local business this is phenomenal. I’ve seen research that shows that, on average, 80% of martial arts students pick a dojo within 3 miles of their home. So when I advertise my dojo on Facebook, I target that advertising to a three mile radius of the actual facility. It means I’m not wasting money on ads hitting people a continent away who would never possibly become students anyway. Hyper-local advertising is great.
Second, Facebook lets me specifically target ads to people who have already liked my page. Bonus: it gives me access to a secondary target group: people who are friends with people who have liked my page. This works great for boosted posts on Facebook. Fans of the page like the post early. Then their friends see it in their feed – and Facebook shows them that their friends have already liked the post and/or the page. It does this by name – you get a nice little marker “Russell Newquist and 8 others liked this post.” Preselection is extremely useful in marketing.
Third, Facebook has a lot of information about its users – and it lets you use that in ad targeting. For example, if I’m advertising a youth martial arts class, I can specifically target that ad to Facebook users who are parents. You can target ads in many other ways as well: age, gender, relationship status, language. I’ve had less luck targeting people by “interests,” but the feature is there.
These are just a few ways that I’ve used Facebook’s paid advertising successfully. There’s a lot there to work with – and someone smarter than me can probably make better use of it. I’ve also found that I get far better results for my dojo than I get for my books. However, I suspect that much of that comes from not having yet figured out how to maximize the available features for book sales.
Twitter has some middling location targeting features, and some middling user targeting features. But in the end, it has nothing like this. One partial reason is because Twitter simply doesn’t have this kind of information on its users in the same way that Facebook does. But another reason is that they’re not using what they have anywhere near as well. Is it any wonder Twitter’s stock price continues tanking?