| Optimizing SEO Campaigns on Facebook |
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By: Gerard E. Mayers |
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 Let’s face it. Social media is clearly no longer a fad, as some thought when the medium first began. Social media, and the marketing that now accompanies it, is here to stay. So, the question becomes: how can us flacks get the best possible mileage from it?
Just as with websites, search engines also rank social media profiles. That means SEO is a desirable thing with social media and ads on social media. The same challenges regarding SEO and websites apply to social media.
Chase Fitzgerald, the social media strategy manager for the Max Borges Agency, recently authored a piece on PR News offering tips on how to optimize your SEO campaign on Facebook. While the article dealt with Facebook ads, it is possible the same thoughts are applicable for other popular social media sites.
Here is some of what he says about SEO and social media:
There’s a trend of PR agencies assisting in their clients’ media buying, which makes sense. You can get more oomph out of your hit when you advertise it to the publication’s readers on Facebook.
Additionally, you get more love from the publication’s readership when you serve up special offers when they sign up on Facebook. The media write-up might have been the first time that readers had heard of your brand, but it’s your job to make sure it isn’t the last.
Your Facebook ads should have purpose. Give users a reason to click the ad, immediately "like" your page, and surrender their email address. Ask them to comment on a particular post. The more friends they bring in right after arriving to your page through an ad, the lower cost-per-acquisition (which should always be below $0.75).
Facebook has its own rules when it comes to advertising. The social network treats ads like it treats every other piece of content on its site: The more people interact with it, the more people it reaches.
Fitzgerald gave five tips to help with Facebook ads:
Your ads do not work in isolation.
Facebook wants to show users good content. Even ads.
Target the page posts you promote.
Test your landing page.
If your 30-day budget exceeds $1,500, Facebook will give you an advertising rep.
These are tips worth pondering. For a fuller explanation of why he feels each tip is important, you can go to his article here.
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Gerard E. "Gerry" Mayers writes about PR and other relevant topics for PR professionals. A former PR manager for Sensor Products, Inc. (currently based in Madison, NJ), he lives in Milford, NJ.
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