Money Moves Mountains in Social Media

By Leanne Gilardi
TOPICSSocial Media

Everyone’s doing them: sponsored posts, Twitter ads. What gives?

Whatever it is, it’s working. In fact, Hubspot’s State of Inbound Marketing Report tells us that retail alone has accounted for the highest number of new customer acquisitions through Facebook.

You know your customers are on Facebook. There are 210 million users in the U.S. on Facebook daily — more if you include mobile users. They’re on Twitter, too. There are about 321 million active Twitter users each month and the ad researchers at Twitter say that, “Twitter users are big online buyers.” But it’s not just big brands that benefit. People are more likely to buy if they see your Tweets, no matter if your company is a household name or not.

Regardless of the numbers, you need to put your paid ads where your audience is spending most of their time. And in doing so, you need to remove the guesswork involved therein. Here is the knowhow on positioning yourself in front of your customers on Facebook and Twitter:


Facebook has made it very easy for businesses to target their audiences through paid ads and sponsored posts. In Facebook’s words, “[you can] reach all the people who matter most to your business.”

Through these practices you can launch a new product with ease, increase online sales and continue to build your brand awareness.


Creating an ad is easy; it’s right in the “Admin” panel of your business’s Facebook page under “Build Audience.” You can use these ads to target friends of the people who already Like your page by using “Friends of Connections” targeting (this will help generate more relevant page Likes). Word-of-mouth spreads like wildfire – let Facebook act as your transmission agent.

Sponsored Posts

Sponsoring a post is even easier: the button is on each post you make on your page. With even a small budget, you can make a big impact, whether it’s simply through indirect or actual engagements.

For any paid Facebook venture, continue to check the “Page Insights” tab to monitor the engagement on your page and posts. It never hurts to ask customers how they found you, either.


The lifespan of a Tweet is so short that you must capitalize on the power of having reoccurring Tweets — easily accomplished through an ad campaign.

Looking for more followers to boost your credibility? Want to get people’s attention for a new product or sale? If your audience is on this mega-network, paid is the way to go.

You can create your ads based on different objectives. The most effective options for online retailers are “More Followers” or “Website Clicks,” both of which are discussed below.

To build these campaigns, login to and get going!

More Followers:

Do you want to boost your follower count on Twitter? Get yourself in that “Who to Follow” box and start expanding your social network.

You can target your audience through the interests and @handles of other relevant tweeters (companies, brands, competitors, etc.).

Pro Tip: In a followers campaign, actually ask for a follow.

The Tweet that gained the most followers on our most recent campaign? 


Website Clicks:
These campaigns are designed to drive more traffic to your site or a particular product/offer.

First, name your campaign and decide how long you want it to run. For a promotion, the answer to this question is simple: run your ad for nearly as long as you plan to run your promotion.

Next, you’ll create the actual Tweets. Or Twitter cards. I would highly recommend using the cards — these incorporate images into your ads and will most definitely give you more conversions and an easier way to track clicks. (You can even install some conversion tracking code on your site if you want to get fancy! They’ll prompt you for this.)

Choose your card headlines carefully. You only have 70 characters to grab the Twittersphere’s attention.

Pro Tip: Don’t ever delete a campaign. If you want to stop running a campaign, then do just that: pause it. Deleting the campaign will delete all of the data. Forever. Nothing makes measuring your performance and comparing growth patterns harder than erasing all of the performance data you had in the first place.

On Twitter, it’s important to track the performance of you campaigns and optimize whenever possible. Drop the low-performing interest categories and @handles; this will allow your budget to go toward the people who actually have a chance at converting.


Create variations of all of your ads when possible. Use different images and headlines to test the performance of each.

It’s always important to measure and quantify your results after each paid campaign. Find out what worked and what didn’t. Twitter has a great #AdvertisersSuccess program where an actual person will chat with you about what you can do to better your paid campaigns.