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Social Proof is vital in social media, and I've recently found success in implementing this idea into client strategies. Social Proof circles the idea that if your friend likes a brand or makes a purchasing decision, chances are you will, too. People trust their friends, that concept will never change. The people you are friends with on Facebook are people that you enjoy reading about and seeing updates from. So, from a business perspective, how do you get your friends of fans to see the online social interactions that are happening with your dealership? Sponsored stories and Advertising.
These are very common applications of Social Proof. Social Advertising uses Sponsored Stories to help leverage the social context between businesses and people so that more and more people are seeing and engaging with brands.
Sponsored Stories are organically created when someone engages with a brand – a story about the interaction is shared with friends of this person via news feed. When you PAY for these interactions, that doesn’t mean you’re paying for them to happen. Interactions still need to happen organically; only after they are paid for, they will show up more often and higher up on the news feed and in the right hand column where other ads are displayed.
To the right is an example of a Sponsored Story in a user’s news feed that was organically created and then advertised for more Page Likes (Hence, ‘Like this Page’ underneath). This particular Facebook Ad - Page Likes Ad - focuses on getting more Page likes. So, the intention is to get friends of these three fans to ALSO like the Page.
Clients constantly ask, “Why should I run Sponsored Stories alongside Ads?” When users interact with a Page (like the Page) or a Page post (like, share, comment), Sponsored Stories about their interactions are then shared with this user’s friends. POOF! Social Proof at its finest!
So if you’re running an Ad with Sponsored Stories, make sure you Ad text is engaging, your Ad image is visually appealing and you’re asking people to do what you want them to do!
What are your thoughts? Have you seen success with Sponsored Stories as an Advertiser?