Social Media Advertising Channels
When most businesses approach social media for the first time, advertising on platforms such as Facebook, Twitter, and LinkedIn is often an afterthought. While social media’s primary purpose is to engage customers for stronger brand awareness and long-term relationships, social media advertising provides even more highly effective avenues. In some cases, advertising on a social media platform allows for segmentation that other paid search simply can’t do, thus giving you more precise targeting to produce significant results.
Each platform offers different opportunities based on their own features and data mining. Let’s break them down:
- Facebook Advertising: Facebook ads can be targeted by unique demographic data, such as interests, age, gender, education/alumni, job, and more. Ads are also supported with social proof thanks to Likes displayed at the bottom. Other options include Boosted posts, which places promoted posts in high visibility on a news feed. Facebook also offers Groupon-style deals called Facebook Offers.
- Twitter Advertising: Promoted tweets on your account can be extremely effective given that they look like regular tweets (be sure to use language that matches your Twitter account). Twitter also offers Twitter Cards, which capture lead data to be propagated into further advertising opportunities. Twitter Cards utilize keywords, interests, and other demographic data for targeted exposure. Twitter also offers many analytics reports to help you break down the effectiveness of your campaign.
- LinkedIn Advertising: LinkedIn’s demographic makes it ripe for B2B marketing. Sponsored posts gain highly targeted visibility on news feeds while display ads offer options similar to standard pay-per-click solutions. LinkedIn’s most unique option is Sponsored InMail, which delivers a highly targeted email blast for more individualized marketing.
All platforms allow for standard online advertising control, such as budgets and tools for configuration. The most important thing to note is that Facebook, Twitter, and LinkedIn all have their own strengths as social media advertising platforms based on feature set and demographic. Think your strategy through based on your own target audience and you’ll find the social media advertising method that works best for your business.