Social Media Management: What To Expect From “Boosting” Your Posts
Beyond consistent posting and engagement, social media management encompasses advertising on social media. On Facebook and Instagram, the easiest way to advertise (and the only way many small business owners realize is available to them) is the “Boost Post” option.
“Boost Post” Is Social Media Advertising On Beginner Mode
The simplicity of the “Boost Post” option is in the fact that it is accessed directly from your newsfeed and the advertisement is a post you’ve already published. You just click the big blue button, choose your objective, target audience, and spending limit, and you’re off to the races. The problem is that you probably won’t win anything.
Facebook makes most of the decisions for you when you boost a post, and while the settings it makes available to you may seem adequate if you are not a marketing professional, they offer a great deal less control than other social media management options for advertising.
How To Measure The Results Of A Boosted Post
To view the results of your boosted post:
- Go to your Facebook Page.
- Click Ad Center in the left-hand menu and choose All Ads in the dropdown.
- Find your active boosted post and click View Results. Depending on the objective you chose, this will be the title of your boosted post.
The success of your ad is measured differently based on the goal of the type of post you boosted. Posts with images/and or text are measured by post engagement, or the total number of actions that people take involving your ads. Video posts are measured by ThruPlays, or the number of times your video was played for at least 15 seconds. Posts with a call-to-action button are measured in link clicks. Event posts with tickets are measured by link clicks, and events without tickets are measured by event responses.
Note that boosted posts only reach people who may engage with it, such as liking or commenting on it. If you want to accomplish a different goal, like selling a specific product or increasing brand recognition, you won’t get what you want from the “Boost Post” button.
Better Social Media Management Using The Ads Manager
In the Ads Manager, you not only have the option of using materials designed for advertising rather than just post engagement, but your ads can be more effectively optimized for different objectives. You have a great deal more control over several factors that affect ad performance, like customizing placement options, creating split tests, and more advanced scheduling options.
That simple “Boost Post” button can sure look attractive, particularly if you’re a small business owner trying to handle your own social media management. The lack of control over your targeting and campaigns is usually a bad tradeoff, however. If you don’t have the time and expertise to launch a fully strategized ad campaign on your own, it is very much worth the expense to outsource your social media management.