Take any social media platform, at random, and make it a point never to promote there. If it were only because social media platforms are not meant for your promotional effort, it would still make a very strong reason.
Subscribers to social media platforms go there for genuine social interaction, sharing, connecting, and such other activities. Never to look up an advertisement.
Already, billboards, TV ads, and print ads are enough of a nuisance. They crop up in the unlikeliest places and make the particular environment. The Internet itself is a place where a vast majority of users goes for information and entertainment as well as many things in between. What nobody expects or wants to see there is advertorials and promotional campaigns.
It is not as if there will be a huge uproar if one fine day Mark suddenly decides to flood Facebook with giant ads (no puns, literal or figurative, intended at all). But certainly does not want his subscribers to leave the Facebook planet after the second flood in any way comparable to the first one.
For that reason as well, social media platforms will never be places to place ads.
In addition, what marketer will want to spend on ads at a place where no one’s interested in them? Why spend top dollar on ads that will anyway be ignored?
So will you be creating that page on FB for your business? Sure, go ahead. Just don’t get in the way of social interaction. An announcement to, say, herald the advent of your Facebook page will not be obtrusive. Thereafter, take care.
So are there instances where your audience will want to view ads some time on social networks? Possibly, yes. Here are a few instances:
- Create a social format for your ads. Use your imagination. Be casually informal.
- Provide the benefit of your ads only to those who are looking for your products. Research well.
- Offer useful content in the ads. Let the customer come to you now; enough of going to him/her.
- Put away everything inane – as often seen in TV ads. Creativity and usable info are key elements.
- It’s difficult to budget for, but see if you can creatively promote yet never repeat an ad too much.
- Use content that makes your audience come flocking. Offers, discounts, schemes … you get it.
- Advertise if you must, don’t just pat your own back. People who can be customers hate that.
I have personally witnessed ads on billboards, TV, and even social networks that made me smile … and even go back again to check out. It’s been rare, but it does happen. The best designers, developers, and content writers can make that happen for you. So look for all those.
I can only write straight from the heart (and personal experience), and therefore I say no to advertisements on social networks. Let these social platforms challenge your content creators to come up with appropriate and suitable content.
Play the natural game and watch customers flock to your Facebook store, re-tweet your tweets, and generally feel inclined to help you grow your business, which is what you want your ads to do!
Show them the maker’s name!*
______________________________________________________________________________________* This is a popular expression used by cricket commentators, usually when a great shot is played by a batsman. The reference is to the manufacturer’s sticker – another form of promotion – on the bat used in the sport. The fielders and the bowler can clearly see the sticker and the manufacturer’s brand name on it only when the batsman raises the bat to play a great, cricketing shot. Cricket, by the way, is arguably the largest social media platform in those countries, in a broad sense.