Facebook is primarily perceived as a social network for the people. But for many companies, Facebook is serious business. Leveraging social media can be hugely lucrative. And best of all, it's free (minus the cost of hiring people to manage said social media presence).
But networks like Facebook and Twitter dislike that approach. Sure, brands can go their entire lives effectively utilizing social media without spending a dime, but what's the fun in that? Why not promote a tweet on Twitter or start an ad campaign on Facebook?
Mark Zuckerberg and co. have been aggressively pushing this stance. Advertising has been on the site for several years and generates most of Facebook's revenue, but much more recently the company has enabled promoted posts, in which brands can pay money to amplify the reach of certain statuses. Often this can be done for as little as $5 to $10, with much more expensive options obviously available for those less budget-conscious.
So far, adoption has been lukewarm. Of Facebook's 12 million brand Pages, just 300,000 have promoted posts since October. That's barely 2% of the total. The good news, though, is that 2.5 million posts have been promoted. Eight posts per promoter over the course of a couple months seems pretty solid, we figure.
According to Facebook, 150 million of the social network's one billion active users visit Pages daily, half of those coming from mobile devices. That's a pretty big market to tap, so perhaps a $5 promotion is worth its weight in gold. For now, though, it's too early to tell.
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