Establishing Your Campaign Goals
To maximize the various Facebook components we just described, you should first determine the goals of your specific campaign. Answer the following questions to help establish your goals:
• Do you want to simply create Facebook fans and get as many Likes as possible? If so, give Facebook advertising a go (see Chapter 15).
• Do you want to push people back to your website where you can introduce them to multiple products and services? If so, use a combination of all of the components.
• Do you already have a large email list and you want to convert that list to Likes? If so, use the Invite tool within Facebook to invite people to join your Fan page or email them the link to your Facebook page.
• Are you trying to get people to register for a webinar? If so, use email, Sponsored Stories, and Facebook ads.
• Do you want to conduct a survey to determine the needs and wants of your existing fan base? If so, use third-party programs for surveys (see Appendix B), or the Question sharing tool on your Fan page Wall.
• Are you trying to find new customers for your products and services?
If so, all of the components will help you to accomplish this.
Each campaign you launch should have its own unique goal. For instance, if you have a subscription-based magazine website that offers the latest tips and tricks for web designers, you might select one of the following goals for your campaign:
• Increase subscriptions
• Sell branded products such as hats, t-shirts, stickers, etc.
• Get members to share the website link with their friends
• Increase views of videos
• Increase Facebook fans
Try not to create a campaign with multiple goals. Keeping the goal simple makes it easier to track what does and doesn’t work.