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New Facebook Ad Format Could Provide Even More Bang for the Buck
By: Elaine Reed
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Fast Company is reporting that Facebook plans to update its ad formats this spring. While advertisers will still have the targeting tools that help make Facebook ads so successful, the new format calls for less copy from the advertiser and more from their fans.

Why the change? We’ve all seen the studies that show people are more likely to buy from a brand that has been recommended by a peer. This new format will capitalize on that by taking Facebook’s already highly targeted ads and making them even more relevant to users and, in turn, much more successful.

We’ve already seen the beginning of the new format with “Sponsored Stories.” Sponsored Stories let advertisers tap into specific actions that people take on your page — liking the page, checking into your location, or using your app to name a few.  

You may have noticed lately that whenever you “like” something, Facebook asks you to include a recommendation. Personally, I tend to ignore this and keep going. Don’t do that. Even if it’s a really short “I love their designs!” or “Customer Service in this store is great!” do it. The more you leave comments, the more likely that comments will be left for you.

When you interact with people face-to-face, ask them to leave a comment on your page. This isn’t any different from asking people to complete a survey. In fact, add a Facebook comment request to your transactional emails. If you’re using every opportunity to encourage engagement with your customers, then you probably already have a “like us” link in your digital correspondence. Just amp it up.

Another option is to add a Facebook comment request to your email survey schedule. Replace one of your quarterly email surveys with a request to customers who have had a positive experience with your brand to please write about it on Facebook. Keep track of these responses. It’s possible that someone will write about a less-than-ideal situation. In that case, respond. Apologize and make an effort to correct the situation in any way that you can.

Finally, just as you do in blog posts, tweets, and other online write-ups, ask a question. You want the interaction no matter what. Interaction spawns interaction, and getting people into the habit of responding will make it far more likely that they will add comments for you with or without a prompt.

This may seem like a lot of work to add to an already crowded social media task list. Consider it an investment. Every positive comment on your page that can go into an ad will help you spend your ad dollars in an even more effective way. Putting in the time will definitely get you money. So get creative and get those “like” comments flowing.


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About the Author
Elaine Reed is a marketing professional with heavy emphasis on e-commerce and Internet marketing. She blogs regularly on her website and tweets often.
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