Facebook Campaign

When the semester began, the independent game development company I started with my brother, father and our artist: Triple Pew Studios, already had a Facebook page. The intention, to reach our target audience more effectively and in conjunction with other Social Media platforms like Twitter and Instagram. We soon learned that simply posting on these outlets was not enough. We needed a way to increase the number of likes and views our page receives.

Our first thought, was to boost specific posts as the screenshot below indicates.

We paid Facebook to boost four of our posts and the results were mixed. Our first boosted post seemed promising, because the number of people reached was within the range we hoped for. The exception being that only seventy-six people actually engaged with the post.

We decided that doing a poll would create the level of engagement we expected. The next two images show that our post informing people of the poll got lower results than the post showing the result of the poll.

We noticed that individuals visiting the page were simply liking the post advertising the poll, rather than taking the poll itself. As a result of that, the image we used in that post became the winning image. Still, our Facebook page was not getting anymore likes than it had prior to any of our boosted posts. We needed another strategy. It was at that time we discussed promoting the page itself rather than individual posts. The image below shows that creating an ad promoting the page had far better results than any of our boosts.

Why was promoting our page more successful? When I looked at the data, I immediately realized that our boosted posts were targeted at too broad a market and our page promotion was created to reach a smaller, more specific group. Specifically, males between the ages of thirteen and forty-five, in the United States, Canada and Japan. Still a relatively broad demographic, given the international reach, though the promotion resulted in our Facebook page gaining over two hundred likes.

In conclusion, it is evident that the more effective course of action as our company continues forward, is to promote the Triple Pew Studios page itself and not be so ambitious as to try and reach the entire world, but rather start with a smaller area of influence, such as just Utah and its neighboring states, or just Saint George and Las Vegas for starters, then as the company's influence grows, target a broader market. Social media can surely aid us in that endeavor, though it is a tool that we need to learn to use more correctly and effectively to gain the results we seek.