By Steve Schwaid, CJ&N VP of Digital Services
As we head into the next rating period, this is a good time to talk about using Facebook to drive viewers and users to your revenue platforms.
It’s a tactic called POP. Nope, this doesn’t stand for Proof of Performance, but instead in the digital word it’s Post to Promote. Basically, stations should use social media as a marketing tool, not as a content platform.
Here are some guideposts:
- The primary Facebook users are women 25-54. Posts intended to drive viewership should focus on these demos. Post To Promote.
- Selective posting. It’s not about how many stories you post, but the effectiveness of what you do post is in its ability drive TV viewing. Virtually every post should drive users to click on your revenue platforms (on-air, apps or website). Even breaking news posts should drive users to your TV screen or your streaming apps. Posting live video on Facebook only benefits Facebook.
- Establish now a calendar for daily Facebook promotion/marketing strategy. Buy a Facebook ad for every day. The costs are cheap compared to outside media and often far cheaper with a better demo ROI than some on-air promos. Make sure when buying the Facebook ad you’re diligent about who you want to see the post. Facebook offers great options when selecting who will see the post. (It does mean you need to have a content plan with several days lead time.) Post to Promote.
- There are times you will have a great day-of air story that’s not part of your Facebook buy and you want to increase the reach right now. Boost your post. You can still target who you want to see it. Here’s a link that provides more info about the difference between a Facebook Ad and a Facebook Post. www.facebook.com/business/help/317083072148603
The primary goal for stations to use social media is to Post to Promote. Promote your platforms. Drive users to your revenue streams. Post to Promote.
