Think of Sponsored Posts Like Advertising on a Race Driver: Be Selective

As more businesses start to embrace the cost-effective method of social media promotions that Facebook Sponsored Stories offers, I’m seeing some mistakes pop up. As Louie Baur posted last week, you have to be careful what you advertise, as pushing the wrong content can do more harm than good.

I want to take that concept a step deeper using this analogy. It can be confusing to some who wonder why so much money is paid to sponsor racing teams. After all, their logo is placed on something that is attempting to travel so fast that the logos themselves cannot be read properly. What’s the benefit?

The reality is that everyone wants to be associated with a winner. They want to be associated with the sport itself and their hope is that their logo will appear on a winning vehicle and/or piece of racing apparel.

The same holds true with Facebook Sponsored Stories. You can throw money at anything and get it more views than it otherwise would have gotten, but I see too often that businesses are advertising the content that they think needs more help. The spammier it is, the more likely they are to sponsor it. This is the exact opposite of what businesses should be doing with Facebook advertising. If something is a winner – that’s the story you want to be pushing. You want to pick out content that would probably get likes, shares, and comments even if you didn’t sponsor it in the first place.

This has an affect on the rest of the “spammy” content that you might be posting more than if you sponsored the spammy content itself.

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