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29 Aug 2018

MarCom Mumblings: Social Media Advertising

Is it Time for My Business to Invest in Social Advertising?


New social channels pop up every day. It’s impossible to keep on top of them unless you have a full-time social media specialist, right? In some cases that might be true. Social media can easily turn into a full-time job for an individual or even a team of individuals. However, that isn’t always an option. Sometimes we have to become our own subject matter experts. In our first breakfast meeting in September, Andrea Parrish is going to tell you a little bit more about managing your online reputation and why you need to be present on social media. But how do you know when and where to spend your money? Let’s review some resources that anyone can use to plan their social spend strategy on some of the most popular social platforms: Facebook and Instagram.


Before spending any money, consider these questions:


  • Which social platform is my primary tool for reaching my target consumer?
  • Do I have quality content published regularly?
  • Do I have a communication strategy around what I communicate via social media?
  • Is my social brand an accurate reflection of my business I am proud to show to consumers?


If you don’t feel 100% comfortable with any of the questions you answered above; you are not ready to spend your money on social media ads. If you answered yes, don’t freak out. The internet is brimming with tips and how-to’s on how to maximize your spend.


Once you have a clear message and goal for your spend, here are some quality tutorials to get you started:



  • Before you begin, create an ads management account. Here’s how:
    • Pro Tip: Always use a separate credit card for your social ads spend and set up a spend limit that’s appropriate for your budget. Mistakes can happen and you won’t get a refund. Your best defense is a good email notification system and setting up spend limits!
  • If you have content on your page you want to reach to your existing audience, their friends or even new consumers, then you want to boost your posts. Here’s a quick video on how to boost a Facebook post:
  • Maybe you don’t want to boost a post on your page, but you want to communicate a specific message to an audience outside of your page. For this, you will likely venture into the world of Facebook Ads Manager. Don’t be scared. You’ve got this. Here’s a great video that shows you the flow and tricks of creating an ad on Facebook:




I don’t know about you guys, but if I don’t have an answer to a question in my daily tasks, I turn to YouTube or Google to learn something new. Hopefully these instructional videos get you started on the path to managing stellar social ads. At the end of the day however, it all comes down to practice. Learn as much as you can about a subject, then jump in and test, test, test!


Good luck!

By Morgan Mittie, Spokane MarCom Programming Chair | Vice President