Social media outlets are expanding their
marketing offerings, and smart marketers are
using them in unique ways to boost sales.
That’s a lot of eyeballs. In business, we all
know what follows eyeballs. The echo of Zuck-
erberg’s answer to a U.S. Senator earlier this
year who asked how the company made money
is still ringing in the hallowed halls of our Capi-
tol: “Senator, we sell ads.”
It would have been fun to see the look on
Zuckerberg’s face the moment he realized just
how long the line of potential advertisers would
be — knocking at his dorm room door.
No doubt, marketers and advertisers have
lined up and come back for more of what social
media is serving up: results. It’s a fact not lost
on Martha Brown, who’s handled social strategy
for the security giant ADT, Crock-Pot slow
cookers, and now at UC Health, a healthcare
company in Aurora, Colo.
Brown says now that organic reach is near
zero, more people are advertising on social and
ad space is getting sold out. She cites a Social
Media Examiner report that says 93 percent of
marketers are now advertising on Facebook.
“It’s so much more important now to make
your ads engaging and stand out in the crowded
feed,” Brown says.
To do that, Brown says the UC Health team
thinks of the target audience and user behavior
on the network before building out the creative
for ads. “This allows us to truly engage our audience and have great results,” she says.
Brown says Facebook Canvas ads (
quick-loading, full-screen, interactive) have worked
particularly well for her at UC Health. For
Stroke Month, for example, her Canvas ad
shared the signs of a stroke and where to go for
the best care.
“This information was a little heavy to deliv-
er via social, but by animating and laying it out
in Canvas, we got great user engagement and
response,” she says. “Direct response marketers
can take a similar approach when trying to walk
through product features, differences between
competitor products, and more. It’s all about the
right kind of execution.”
At Crock-Pot, Brown tapped social media to
hyper-target audiences. “This isn’t new to mar-
keters, but there are so many targeting options
within social networks and creating a specific
ad and creative with your customer in mind is
24 RESPONSE JULY 2018 www.responsemagazine.com
When Mark Zuckerberg launched Facebook in February 2004, he limited it to his fellow students at Harvard Uni- versity. Then he let other college students in the Boston area join the fun. Gradually, most U.S. universities were
on board. By September 2006, everyone who was age 13 or older with a valid
email address could take part. Today, Facebook has 2. 2 billion monthly users.