Summary

what to do in simple steps. For example, to click a button, complete a survey or share a post.
6. Drive Customers “Home” (website, microsite, landing page). Many times, the data on the
social platform is limited so driving customers to a specific webpage for more information
will not only allow interested customers to know more, but also allow data to be collected
on the website. However, minimizing the number of clicks required to complete the call to
action is important to make it simple for the customers.
7. Focus on a Few Channels. It is important to focus on a few social advertising sites at a
time to make it easier for tracking and fine-tuning.
8. Engage and Entertain. Qualities people find most connection-worthy include attributes
like human, entertaining and informative. Messages with fun and wonder will provide point
of interest for people to talk about it with others.
9. Choosing the right time. Timing is important in some campaigns. For example, running a
social media campaign when TV advertisements are also on going, or running a Twitter
campaign during a live event.
Section 2.
PROMOTING ON FACEBOOK
7.2.1. Facebook Edgerank Algorithm
Facebook users usually set their News Feed as the default landing page when they login to
Facebook. Unfortunately, Facebook tries to set the News Feed to sort by “Top Stories” although one
can keep on trying to set it back to “Most Recent”. This algorithm, which Facebook named it as
Edgerank, chooses which stories to display on the user’s News Feed. Because 96% of fans 33 will not
go back to the brand’s page after first liking them, understanding how Edgerank work will increase
the chances of fans seeing the page updates. Edgerank is based on Affinity, Weight and Time Decay.
(Exhibit 7-1)
33 Al-Greene, Bob. "What Is Facebook EdgeRank and Why Does It Matter?." Mashable. N.p., 8 May
2013. Web. 3 June 2013. .
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