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Sign into your accountWhat’s a “Promoted Post” and which one is right for you?
August 23 2012
With three social networks each debuting their own variation, 2012 has become the year of the Promoted Post. An alternative to traditional online advertising, these programs are less formal, more engaging, and give potential and existing followers a glimpse into your personality.
Not all may be right for your real estate business, however. Our comparison of four major promotional programs can help you decide where your marketing budget is best spent.
Facebook debuted their new "Promoted Posts" feature early this summer to help Pages increase engagement among followers they already have. Administrators just select "Promote" in the bottom right-hand corner of the post they want to promote, select how much they want to spend, and Facebook will display the update in the newsfeeds of more of their fans.
Is it useful for agents? Because the average Facebook post is seen by only 16 percent of a Page's followers, this is a great way to re-introduce your business to fans who may have forgotten about you. Is there an open house coming up, or a new property that you want generate interest in? Promote your posts to maximize awareness of important events or listings.
Twitter
While similar to Facebook's Promoted Posts, Twitter's new "Promoted Tweets" feature is more automated, giving users less control over what tweets are promoted and to whom. Instead of choosing which posts to promote, Twitter analyzes your tweets and automatically promotes the ones with the highest engagement levels. You can choose to exclude certain tweets from promotion, but that's the extent of your control.
Is it useful for agents? If you find Facebook advertising overwhelming, Twitter's promotional features may be a better choice. All you need to do is choose the geographic area you want to advertise in, set your daily budget, and your campaign will essentially operate on autopilot. Twitter will analyze the tweet content of users within your chosen area and automatically display your top updates to those with similar interests.
Unlike Facebook's Promoted Posts, Promoted Tweets are based on cost-per-click, meaning you are only charged when users click on your post. This means that you are only paying for people who explicitly interact with your content, ensuring that your marketing budget is spent on those who are highly engaged.