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Facebook marketing: Effective but picky
March 20th, 2008 • Uncategorized
Tags: facebook, social ads
We recently administered a Facebook campaign for one of our clients with a social ad directing users to a fan page and a microsite. The results have been terrific.
But getting the thing set up was a bit of a comedy of errors.
When I first submitted the social ad copy, I was told it was awaiting approval. I was worried it might get rejected because it had the word “sucks” in the headline. It did get rejected but for an entirely different reason. This particular client spells its brand name in capital letters as a point of style. But apparently this is not allowed by Facebook.
I received the following e-mail from the Facebook Ad Team said:
The text of this ad contains excessive or incorrect capitalization. All ads must use appropriate, grammatically correct capitalization. The title of your ad, as well as the first word in each sentence, must begin with a capital letter. Lastly, all proper nouns and acronyms should be capitalized. As per section 4 of Facebook’s Advertising Guidelines, all ads should include standard and proper capitalization.
I resubmitted writing our client’s brand name with just a single upper case letter. But again, the social ad was rejected. This time the culprit was a period I had placed at the end of a URL.
The text of this ad contains improper or unnecessary punctuation. All ads must end with a form of punctuation. As per section 5 of Facebook’s Advertising Guidelines, all ads should include logical, correct punctuation.
I removed the period and the ad was accepted.
For those of us who live and breathe social media, Facebook is viewed as, like, soooo 2007.
But the truth is that – despite its pickiness on points of capitalization and punctuation – it remains the most important social network for Canadian marketers by a massive margin.
Happy Easter all!
With more than 15 years of digital communications experience, I've delivered award-winning and sophisticated marketing solutions for Fortune 500 corporations, major government agencies, nonprofit organizations, and household-name consumer brands. I ensure the successful execution of digital and social media business strategies to build profitability and grow market share on behalf of our clients. I stay abreast of relevant new technologies in the Web 2.0/social media space in order to contribute a point of view while remaining focused on ROI to drive the right message to the right people at the right time.
I’ve been working in or around the social media revolution since 2005 and I am grateful to be exploring this new media landscape with com.motion’s clients. As managing director, my role is to guide our clients through the use of new technologies and to provide innovative ways to engage their stakeholders online. Shiny new Web 2.0 toys are great to play with but our recommendations are always strategic and focused on reaching the right people, with the right message across the right channels.
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