Social Media Advertising Options on Facebook

Welcome back for part 2 in our series on advertising your business through social media. This week I’ll be looking at Facebook and showing you why it’s such a good option for your organisation.


Facebook Ad

Ads appear on the right-hand side of your Facebook profile and newsfeed. They take the form of ads from the specific company and require no social interaction. It’s very simple and can be used to transport the user to your organisation’s website or even your Facebook business page. This can easily be initiated from:

When promoting your Facebook page, you’re able to select where the user wll end up when they click on your ad. To get the most Likes, sending them to your timeline is usually the best option; there they can see the summary of your organisation and easily Like your page. On the other hand, if you want to promote another part of your page, you can easily send them to another area of your page. Be careful to make sure the user knows where they are going before clicking on the ad; it might be considered annoying and unwanted otherwise. If people expect one thing in the ad, and land on a page unrelated to what they saw in the ad, they’re much less likely to remain on the page and engage with your content.

Sponsored Story

These work as  a result of someone interacting with your ad and what you are promoting. Usually they appear as “John Doe Likes your organisation”. Sponsored stories can be beneficial because they appear on all this user’s friends’ newsfeeds; bringing awareness of your brand to there conscious, that they might not have been the case otherwise. Many companies track higher clickthrough rates from this medium than other types of Facebook advertising; just goes to show the power people have on influencing others, even through social media.

Promoted Posts

Another nifty tool the wonderful people of Facebook have created is promoted posts. These allow you to promote a post that already exists on your page. The idea is raise awareness or draw attention to specific offers or announcements on your organisation’s Facebook page. You can promote any post that has already been posted to your page (you just might need to look back a bit if it’s an old one).

Please note: when you’re posting something to your page with the intention of promoting it in the future, you cannot change the copy of the ad generated. All this means is that the first line of your ad will be the promoted part; so keep it exciting and eye-catching so that it engages with your target audience. A lot of companies use this method of advertising to draw attention to some piece of corporate social responsibility work they took part in or to advertise their latest deals.

Sponsored App

If your business has an app on Facebook, you can sponsor that app to get new users or increase it’s engagement with other users. When you click on the app settings, it will offer you the option to ‘Get New Users’. Here Facebook will generate an ad for you app and you can edit it to reflect the app’s benefits, before it goes out to new users. If you select the ‘Increase App Engagement’ option, your ad will be shown to current app users to increase their engagement with the app. It’s a simple way of promoting the app aspect of your company’s Facebook page.

Event Sponsorship

Ever wanted to increase the attendance of one of your company’s social functions to the public? Event sponsorship is a very handy tool to do just that! Here Facebook creates an ad and shows it to people who are likely to attend your event. This has been proven to increase attendance rates at certain public events organised by organisations. A lot of people need to be reminded that upcoming events are there and available for them to attend. A little ad here and there can plant the seeds in their mind and chances are they’ll bring a friend!

Targeting & Optimization

I’d like to finish off by talking a little bit about targeting and optimization of ads on Facebook; I mean what’s the point in creating the message if it’s not effective and reaching the people you want it to reach, you know? So here are some targeting and optimization tips:

  1. Facebook allows you to target by location country (and sometimes city), as well as by gender. So keep this in mind when targeting a specific market for your ads.
  2. You can also target by interest! Simply pick the applicable interests to your ad and away it goes. Facebook can manage this because they track the interests people have stated they have, as well as following the pages people Like.
  3. Facebook know how many people are attached to each interest, location, or gender so you can check if your targeted area is too small and whether or not you should expand your niche.
  4. Facebook have also released Sponsored Results which allows marketers to sponsor their results in the search bar on Facebook. This means that when people search for something related to your sponsored result, your page, app, or event will appear in the search bar.

To get some help with your Facebook advertising, please contact us.

Felix McCabe (LinkedIn)

Social Media Advertising Options on Twitter

Advertising your organisation has always been essential in business. Through the various social media outlets this can achieved and managed very easily and with little effect to your bottom line. Over the next few weeks I will be exploring the various methods available to you and your business; looking into the finer details and explaining the nitty gritty bits. This week we’ll be starting with Twitter, so let’s dive right in.


– Direct Advertising
(1) Twitter Promoted Tweets
These are tweets, paid for by advertisers, that appear at the top of twitter search results or members’ timelines when he/she logs in. They look like regular tweets with a “Promoted” label and are relatively unobtrusive. They have the advantage of  reaching consumers who might not necessarily follow the brand being promoted. Promoted Tweets are quite cost effective as they operate on a cost per engagement (CPE) basis. This means that the advertiser doesn’t pay unless someone replies, retweets, favourites, or clicks on it.

(2) Twitter Promoted Trends
These are trending topic links that appear on the Twitter home page and reflect what Twitter considers to be the most popular, real-time conversations on Twitter. Advertisers pay a flat fee to promote their brands. When people click on a Promoted Trend link, they see a Twitter search results page listing all the tweets related to that topic. A highly relevant tweet from the advertiser, with the “Promoted” label, appears at the top of the search results page.

(3) Twitter Promoted Accounts
Similar to the “Promoted” tweets and trends, Twitter Promoted Accounts are specific Twitter account links that appear at the top of profile search results pages and at the top of the “Who to follow” section on Twitter. They cost a flat fee, include a “Promoted” label, and can be targeted by country. When people click on a Promoted Account link, they are taken to Twitter profile for that account and can decide whether or not they want to follow the brand.

– Third-Party Network Advertising
There are a quite a few advertising networks that enable companies to pay Twitter members to publish tweets on behalf of a brand. You can find just about any celebrity (like Kim Kardashian) to publish a tweet for your brand through a third-party advertising network. The most popular ones include Sponsored Tweets and TwtMob. This method allows some ease as someone else handles all of the logistics, payments, and so on. There are specific disclosure policies that publishers must comply with in order to stay out of trouble with Twitter and the law; so make sure to pay attention to these.

– Publisher Direct Advertising
Brands can approach individuals who have significant influence on Twitter and offer to pay them for publishing sponsored tweets. Advertisers can reach out to the publishers who already have the trust of their target audiences. Brands use direct advertising to raise awareness, drive specific actions, and attract new customers. Brands can negotiate price, timing, and messaging with individual tweeters and tailor tweets to the appropriate audiences.

To get some help with your social media policy, please contact us.

Felix McCabe (LinkedIn)

5 Tips for making your own Social Media Policy

With the advent of social media, every business from your large, multinational corporation to your small, family-run business needs to have an online presence in order to create and sustain their future interests. Social media is so prolific that you might not even realise how much you and your business are already affected by it. Starting to build your own online presence can be aided greatly with a social media policy.

Here are some tips for making your own policy:

1. What does social media mean for your organisation?

Define what social media means to your organisation. Set out to your employees what the organisation’s online goals are. How they plan to achieve these goals and what their role is in it all.

2. Guidelines for representing the organisation

Guide your employees on how to represent the organisation. This can be used to familiarise employees with different digital communications tools (facebook, twitter, etc.) and teach them how to represent the organisation approriately.

3. Be Polite offline and online

The main thing when dealing with any person in business is to be polite. Just because you’re online and not in person does not change this. Clients appreciate and expect polite staff in all communications from the organisation. Employees should be made aware (even though this one’s a no-brainer).

4. Stick to the law

Your policy should note, and make known to the employees of the relevant legislation involved with social media. This includes data protection, copyright and fair use legislation.

5. Give tips on how to deal withsticky situations

Guidlines on how to handle difficult social media situations e.g: public criticisms of the organisation through social media, should be outlined to the employees to help avoid any public incidents which may damage the organisation.

To get some help with your social media policy, please contact us.

Felix McCabe (LinkedIn)

5 Social and Online Media Tips for the Travel, Tourism and Leisure Industry

‘Social networks are the second most influential source of online traffic for travel suppliers,’ according to research conducted by EyeforTravel.  Half of those surveyed said that they have generated bookings direct from social media while 20% quoted social media as their most important marketing component.

Social media has never been more important for the travel, tourism and leisure industry. Below are some tips to help you succeed within a limited budget. It’s all about creativity and utilising the right platforms in the right way.


1. Pin it








Pinterest is great for selling travel according to Jillian Smith, director of tourism and leisure agency, ‘Turner Public Relations’. Think of Pinterest as an online brochure, showcasing your destination’s unique attractions, architecture, history and foods.

St. Bernard Lodge, a rural bed and breakfast in Northern California, provides a good template for other small tourism businesses. Pin boards not only display who they are and what they sell, but also exhibit surrounding nature, stunning wildlife and local places to visit.

Create boards that tell your story and add pins that reveal your business’ personality. What makes your hotel unique? Find it, define it and pin it.


2. Be Innovative








Tourism Ireland won the ‘Best Use of Social Media’ category at the 2011 Travolution awards by generating a simple Twitter campaign entitled, ‘My Irish 140‘. People with Irish blood and those who felt connected to the country were asked to Tweet about it using ‘#makesmeIrish’.

The entire competition was focused around the number 140. Successful tweeters won a 140 hour stay in Ireland, the contest started at 1.40am and lasted 140 hours. The clever campaign attracted an audience of 3.4 million in Great Britain alone.

You know your audience.  Start a dialogue with them about something they care about. Competitions focused around fun and novel ideas work well. If the idea is clever enough, the prize need not be costly.


3. Go Mobile








When it comes to travel it makes sense to go mobile. According to a survey by market research company Lab42, almost a third of social media consumers use mobile apps to locate bargain flights and hotel bookings, 80% use smartphones while abroad and 15% have downloaded a travel app for a specific trip. Travel is mobile. Your website should be too. Ensure you move with the customers.

The free travel guide ‘Aruba App’ offers tourists useful suggestions for visiting the area. Suggestions include where to eat and stay, places to visit, activities to engage in and how to travel. ‘Tips from locals’, augmented reality functionality and useful lists such as key telephone numbers are also integrated within the app.

However, not every business needs or can afford an expensive app. A mobile version of your own website can do wonders too. InterContinental Hotel Group saw revenue for its mobile site increase 90% year on year.


4. Use Foursqaure








46% of travelers use social media services like Foursquare and Facebook to check in to restaurants and places they visit  according to a survey by market research company Lab 42.

AJ Bombers, a small burger restaurant in Milwaukee, succeeded in implementing a successful Foursquare campaign despite a bad business location and battered economy. Owner, Joe Sorge attracted 161 Foursquare members by promoting the coveted Foursquare Swarm Badge. The badge is awarded to those who check in to a Foursquare location where another 50 users are located at that time. After 6 months of social media use the restaurant experienced 60 to 80% revenue growth.

Use Foursquare to encourage tourism, entice customers and build relationships.


5. Make it Micro






The Hertz Corporation’s 2011 ‘Gas and Brake’ campaign won the ‘Best Use of a Social Media Platform’ in the car rental category at the Travel and Leisure Social Media Tourism Awards. Hertz created an interactive microsite featuring a quiz that determined the travel personality of its visitors. Through answering the quiz people discovered whether they were the ‘Gas’ (adventurous and exciting) or the ‘Brake’ (conservative and a planner).

Microsites are best suited for short term promotion and are therefore ideal for social media campaigns and competitions., a social media platform for the travel, tourism and hospitality industry, creates microsites and Facebook apps for busineses.



Coca Cola social media

Coca Cola’s Social Media Strategy 2020: 5 Lessons SMEs Can Learn

Coca Cola may not be short of funds to spend on social media. They do however, have some vital lessons that even budget conscious SMEs can learn and apply. Coca Cola’s 2020 social media strategy isn’t all about money. It’s about people, storytelling and connectivity.



1. Cultivate Content Excellence

Coca Cola are moving from creative excellence to content excellence. You can do so too by creating dynamic stories that add value to consumer’s lives. Ensure that your content is edited and filtered so that only the best emerges.

Define your brand story. Coca Cola rejects traditional one-way storytelling and encourages you to spread your brand’s story across multiple channels.

Remember images are a powerful medium. Coca Cola’s Facebook Timeline is rich in visual content that tells their story spanning from 1886 to the present day.

The brand also encourages people to create their own content excellence. They share the best content they receive, offering people an incentive to create and converse.

Coca Cola encourage fans to tell their stories


2. Think Liquid and Linked

Generate and inspire contagious ideas that are so powerful they cannot be controlled. When crafting liquid ideas your mind should be clear. However, bravery is encouraged. Stories should be connected but remain so powerful that they can grow and spread alone as separate entities.

3. Embrace the Conversation

Coca Cola aim to provoke conversations through liquid content. They will then act and react to these conversations 365 days a year, 24 hours a day. While this is an unrealistic expectation for any SME with limited time and employees, it does give an indication as to how important customer conversations really are.  Conversations allow Coca Cola to develop deeper emotional connections.

The conversation model can be seen in practice on Coca Cola’s Facebook and Twitter pages where each comment is replied to promptly and every customer interaction acknowledged. Most impressively, Coca Cola can and do converse through multiple languages.

Coca Cola provokes the conversation on Facebook


4. Ration your Risk

According to Coca Cola 70% of your investment should be used to create low risk content and take up approximately 50% of your time. 20% can be used to engage more deeply with a specific audience. However, the scope here will still remain broad.

Finally, 10% of investment should be set aside for high risk content. Original and new ideas fall in to this category. You must be brave and take risk if you are to stay ahead of the competition. As Coca Cola say this need not be a big financial risk, nor should it acquire a large proportion of your time.

5. Re-assess Success

Coca Cola believe that consumers can follow you on Twitter or ‘Like’ you on Facebook but may never return to your website or interact with you again. The brand therefore, now measures expressions rather than impressions. When consumers take action by commenting or offering an opinion on a Facebook post, for example, this is viewed as a measurement of success.


For more information about Coca Cola’s exciting 2020 strategy take a look at the two videos below. Both are dynamic, creative and demonstrate the kind of content excellence Coca Cola so frequently allude to.



NDRC Inventorium Swequity Exchange seeks Entrepreneurs, Developers, Digital Marketers, Sales Executives & Designers

Social network for loners to hang out together?

Website selling multicolored suits to female penguins?

App which tells you are you indoors or outdoors?

Got a better idea?

Are you an expert in your industry? Interested in sharing your knowledge and working together to form new digital start-ups to help them move their ideas forward?

At the moment The National Digital Research Centre (NDRC) is looking for your help.

Are you:

1. Marketing Executive / Digital Marketer?

2. Creative / Designer?

3. Business Development Executive?

A new programme from  NDRC is pioneering to spawn start-ups and match mentors up with new ventures this summer.

The Swequity Exchange programme will take place at the Inventorium in the NDRC, which is based on Thomas Street in Dublin, starting on the 1st of June, 2012 and main mentoring taking place from the 9th of July until the 3rd of August with a Final Awards Ceremony on the 3rd of August.

The programme is particularly reaching out to developers, marketers, business executives, sales executives, designers, entrepreneurs and those who have recently set up their own ventures.

Help rewrite the way start-ups happen and get inspired by those passionate to make a change and bring new ideas to business. Share your knowledge with young and smart people keen to know how to make their ideas working.

For being part of this initiative apply by the 1st of June on Swequity Exchange website.

Tracking the Success of B2B Marketing Metrics – Infographic

Wondering how effective  your digital marketing efforts are?

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Tracking the Success of B2B Marketing – An infographic by the team at Pardot Marketing Automation