Yesterday, we ran a post called Do Facebook Ads Work? which generated some great comments from members of the 60 Second Nation. One member of our community named Jeremiah Hubbard made an excellent comment that I wanted to share with other readers of our blog.

Here’s what Jeremiah said:

It should be noted that just because someone “like’s” your page or likes, comments, or shares your post doesn’t mean that you are running an effective marketing campaign, only unless your goal is for the purpose of growing your Facebook fan base. The information that the article refers to is ROI, not FOI (fans on investment). Too many marketers are going after fans.

It was a smart comment and raises an important point about social media. That is, what is your end game? In other words, what is the ultimate goal of your social media program?

When I wrote How to Make Money with Social Media a few years ago, I created a graphic that highlights the importance of this point:

 

Jeremiah’s comment really struck a chord because it drives home what it’s all about — in the end, we’re looking for ROI. Or, more specifically, we’re looking for customers (i.e., revenue) that 1) put money towards the bottom line, and 2) help fun future marketing campaigns.

Jeremiah continued with some additional insights:

If I have a high-end window company, my target goal on Facebook is not to add fans but to get fans who OWN homes who I can engage with, who can purchase my high-end windows. Again this (Facebook) would not be my first form of advertising, it is used in conjunction with other campaigns. I have seen (myself included) a lot of people spend money on Facebook advertising to see no real desirable results. It can be very similar to buying hair spray when you don’t have hair. I love this post!

The Bottom Line

The secret to Facebook advertising is to understand that Facebook is most effective when it’s used in conjunction with other marketing tactics and to understand that the end goal is not FOI, but ROI.

If the campaign has a positive ROI, you’re golden. If it doesn’t, it’s time to hit the re-set button and start over.

 

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.