Facebook Ads

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Facebook Ads

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Category : Marketing

Wondering whether Facebook ads would be good for your specific marketing campaign? Can you target them to a specific audience? What about the budget? If you are wondering whether Facebook ads could help you recruit students or stay connected with alumni or achieve any other marketing objective, then read this short post.

Facebook ads are VERY simple to set up. You just need a credit card. And, of course, a graphic that will capture attention, captivating copy to hook the viewer and motivate them to click, a strategy for how FB ads fit with the rest of the campaign.

You can target based on a number of factors … areas of interest indicated on their Facebook profile (subjects of pages they “like”), geographic region, age, education level (if indicated in Facebook), gender, combinations of these, etc.

You can target specific messages to different segments of the target. For example, if you want one type of graphic/wordage to be seen by males and something else by females you can do this. Up-to-date metrics will help us monitor how well a particular message is doing. We’ll be able to see numbers of impressions, click-throughs, etc. And we could update or change the message(s) mid-campaign, at any time.

This is also useful for testing messages to see which works better for our particular target (some marketers will test a couple ideas in Facebook before they run print ads and billboards and campaigns). This allows us to see which graphic or copy resonates better with a sample.

You can set whatever budget limit and whatever time-frame you want for any particular campaign. The ads will stop showing as soon as that’s reached. We can get an idea beforehand (while we’re setting up the ad) how large your audience will be based on your targeting factors and what the estimated cost might be if the campaign were to run its own course without any budget limit.

You can set it up to pay per view or pay per click. (Click is more expensive, but more effective … especially if you are trying to drive the audience to a Facebook page that they can “like” or to a web page where they can submit some data to get more info.)

Again, there needs to be a strategy as to what you want them to do… where are you driving them… and to take what action? This might be to one of our Facebook pages where we can make a connection, keep them engaged, and periodically push out info that moves them through the recruitment funnel. Or we might send them to a specific webpage… designed to collect data (i.e. name & email address & program of interest), with nice graphics that look like the rest of the campaign materials. This would be useful if someone can follow through with emails geared toward these particular prospects. Or we might be able to create a special app for the Facebook page that could collect this type of data.

How could Facebook ads work for YOUR program?


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Converting Personal Profile to Facebook Page

If you manage an individual profile on Facebook for an official unit of the university (rather than a Facebook page), please read this right away! You may be in violation of Facebook’s terms of service and of WCU’s Social Media Guidelines.

Here’s the link to the FB help section on Converting Your Personal Account to a Facebook Page: http://www.facebook.com/help/?page=213602951994043

A few things to note there:

  • Maintaining a personal account for anything other than an individual person is a violation of Facebook’s Statement of Rights and Responsibilities.
  • If you don’t convert your noncompliant account to a Page, you risk permanently losing access to the account and all of its content.
  • When you convert your personal account to a Facebook Page, they will transfer your current profile picture and add all your friends and subscribers as people who like your Page.
  • They will also make your account’s username the Facebook web address for your Page.


No other content will be carried over to your new Page, so be sure to save any important content before beginning the conversion.

To avoid losing important content, Facebook recommends taking these steps before you convert your personal account:

  1. Download your profile (timeline) information. You can download a file that contains all of your sent and received messages and all of the photos and videos you’ve uploaded to Facebook.
  2. Appoint a new group admin to any groups you manage. The account you’re converting will lose these admin rights during the conversion process.

Converting from a personal profile to a Page will give you more benefits and probably serve your purposes better anyway. With the changeover to timeline, profiles and pages look and act very similar – both with similar level of ease of use. Pages still give you additional benefits over profiles and groups, such as the following:

  • FB pages seem more “official” and credible in the eyes of your fans.
  • Your admins can access FB Insights which provide visitor statistics and other analytical metrics.
  • You’ll be able to utilize Facebook Ads if you ever determine to do that.
  • Pages are better able to be cross-promoted (WCU and other FB pages will be able to “Like” your page for instance and tag it, etc.)
  • Pages can be visible to unregistered people or non-fans.
  • Pages can still utilize applications that were developed by 3rd party FB app developers and utilize social plugins (comments box or Like box embedded on webpage)

Promoting WCU’s unique programs and opportunities is one of the primary strategies for WCU’s e-marketing plan. We link to many other pages and activities when appropriate, and push them out to our audiences through our social media channels, emails, videos and overall e-marketing initiatives. WCU will be able to promote you better when you switch over to a page.

Please let us know if there is anything we can do to help you switch over or if you have any questions, concerns or other feedback about this.

Laura Huff | Digital Marketing Coordinator
Western Carolina University | Cullowhee NC  28723
828.227.3553 | http://marketing.wcu.edu | @ffuhffuh


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Managing Facebook Pages – March 27, 2012

Category : Marketing

This FREE informal session covered some basic Facebook principles, best practices, ads, analytics, and changing over to Timeline. The first in a series of meet ups for WCU Social Media Admins, this session also covered how social media fits in with our broader marketing initiatives, demonstrated strategic planning for a unit’s Facebook page(s) and introduced WCU’s Social Media Guidelines. Here are some resources from this workshop:


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