Skip to main content

HOW TO: Get the Most Out of Facebook and Twitter Promotions

Alanna Francis is an SEO Strategist at Blue Fountain Media, the website design and marketing company. Her focus is ecommerce websites, including the men’s skin care brand Anthony For Men. You can follow her on Twitter @alannafrancis.
Once upon a time, you had to use a phone book to find a business’s contact details. Mercifully, those days are behind us. As social media has worked its way into every aspect of our lives, we as a culture have come to expect that our favorite brands — from “Big Gay Ice Cream” trucks to national airlines and fashion houses — are easily accessible on the most popular social networks.
However, it’s no longer enough to simply interact. Consumers are increasingly hungry for promotions, exclusive discounts and giveaways. In fact, recent data suggests that most people who follow brands on Facebook and Twitter both expect and want to receive coupons from these brands.
According to an Ad Age/Ipsos Observer survey of 1,000 participants regarding digital consumption habits, 65% of consumers want the brands they follow to offer coupons. Compare this figure to the percentage of respondents who said they wanted enhanced customer service (42%) and you begin to get a clearer picture of the landscape.  
Certainly the Ad Age numbers indicate that the demand for promotions exists, but how effective are Twitter and Facebook promotions in practice? Do they really increase engagement or sales? While no conclusive studies have been done on this exact topic, substantial anecdotal evidence suggests that they do.

Examples to Learn From

A recent Facebook case study highlighting a campaign by Healthy Choice, shows positive results.
Targeting healthy eating-related keywords on Facebook’s ad platform, Healthy Choice created a promotion that exploited the viral nature of social sharing. The frozen food brand offered a coupon that increased in value as more people “Liked” its page and signed up to receive the deal.
As a result of the promotional campaign, Healthy Choice saw their connections explode from 6,800 to approximately 60,000 at the time of the study. A quick check of their fan page shows that they have gained over 8,000 additional connections since that time. Healthy Choice witnessed 3 times more user engagement after the promotion than prior, and by offering a newsletter capture on the coupon signup form, they were able to register approximately 60% of connections for their mailing list. Pretty impressive for a product as mundane as frozen dinners.
What remains to be seen is the staying power of Healthy Choice’s newfound audience. It seems likely that engagement will taper at least slightly now that the campaign is over, as users who connected solely to receive coupons start to tune out. It will be up to Healthy Choice to continue interacting with their broadened fan base in new and creative ways.
Renowned designer Diane Von Furstenberg has also been famously successful in social media. With over 100,000 Facebook fans and 182,000 Twitter followers, the brand certainly has a solid audience to draw on. At this very moment, DVF is offering free shipping and an unspecified gift (a pony?!) to users who refer a friend to the brand’s page. What makes this campaign smart is that, similar to Healthy Choice, it offers rewards for spreading awareness of the brand to others.
In 2010, Diane Von Furstenberg reported a 13% gain in web traffic after having been active in social media.
All these numbers are exciting, but the key to seeing a positive return on your efforts is to execute your promotion in such a way as to encourage maximum engagement. Here’s how to dive in.

Define Your Goals

“Defining goals” sounds almost too obvious to be worth mentioning, you’d be surprised at how often businesses fail to pinpoint goals for their social media efforts. The allure of Twitter and Facebook promotions is strong. It’s tempting to look around at the competitive landscape and imitate the actions of others without fully understanding what’s at stake. By defining exactly what you hope to gain from your promotion, you can better design the promotion itself to achieve these goals.
Do you want to gain followers or “Likes?” Design your promotion to provide incentives for doing so. Reward your 1,000th follower with a lavish gift bag, free consultation, or complimentary meal. Encourage retweets and shares to further spread the word.
Do you want to drive sales on your ecommerce site? Offer small, one-time discounts or free shipping offers to anyone who follows or “Likes” your brand and shares your campaign.
Do you want to garner more newsletter subscribers? Give users the chance to sign up to your mailing list when you give them their coupon or promo code.

Exploit the Medium

Facebook and Twitter both have enormous potential to spread promotions at viral rates. It’s up to you to craft your campaign to take full advantage of this fact. Learn from the strategies of Healthy Choice and DVF, who incentivized sharing with rewards, thus expanding their campaigns’ reach exponentially.

Set Metrics

Once you’ve defined your goals, you must also set metrics for measuring your achievements. Make sure you have a solid grasp on all your “before” figures before the campaign launches and be sure you know how to isolate social media traffic from your data.

Evaluate and Adjust

Finally, as our grade school teachers always told us, learn from your mistakes. If your first attempt was more of a belly flop than an olympic dive, don’t develop a fear of the water. Just be sure to assess the strengths and weakness of your first campaign before suiting up again.
In the end, unless you are cranking out extremely high quality content at a breakneck pace or are a naturally dazzling public face of the brand (and let’s face it, we can’t all be Tony Hsieh), your brand might not be able to engage people the way you really want to. Social media promotions are a great way to obtain a larger audience base on which to build your brand and maybe pocket some extra cash while you’re at it.


  1. It is almost like starting from scratch without
    reformatting the Apple - TV. If you don't want to use the Apple remote there is another option. Maybe they thought that users wouldn't want
    DVD movies to take up space on their i - Pod (which is strange,
    because i - Pods' 30GB and 60GB hard drives are plenty big enough).

    Also visit my site ... apple tv review

  2. The canon 5d mark iii
    is far better at high ISO than the Nikon D4, period.
    In contrast, the 5DIII exhibits no loss of fine detail at ISO 6400.
    The EOS 5D Mark II naturally characteristics a total-frame sensor, but the resolution enjoys
    a considerable increase through the 12.

  3. Yard - check for ant hills or evidence of moles and other insects that can damage your lawn.
    I found the car at a truck dealership for $7000 dollars. It's african american and roughly how large a new football; the actual converter operates if the machine is for the cool placing, and also the thermostat is set for a frigid temperatures.

    Review my blog; nest thermostat

  4. This will help you to alter the quantity of blur easily and allow camera make other
    critical decisions when you are shooting. If not,
    can not be any tech backup for you will be able to achieve.
    It helps capture images in challenging lighting conditions, with an exceptional low-light performance.

    Feel free to visit my site: nikon d7100 review

  5. S Voice has been advertised to do certain things Siri couldn't, like launch a camera app or a voice recording app, however I don't think I was able to get much out of S
    Voice. Samsung, the New York Times, is reporting, is set to offer for sale the Samsung Galaxy S IV
    which will offer automatic scrolling by monitoring eye movements.
    Online retailers like Expansys, Clove and Mobile - Fun have indicated that the white version of Samsung Galaxy Nexus will be available within February next.

    my web-site :: samsung s3

  6. However, all of the digital products including Samsung Galaxy Tab as well,
    which use memory card to store your data or files, such as videos, images or audio files,
    so human operation would make data lost on Galaxy Tab accidently.

    1 feels excellent within the hand not like the Motorola Xoom
    and the Acer Iconia A500. It is priced at around
    $399 with a 2 year contract and $599 without one.

  7. 3 inches screen of Zopo ZAP900h is really a cool thing about Zopo ZP910
    and as it is having a Quad Core processor you should really
    check out its features. The application Execution Environment provides an
    interface for application programming. You can convert more than hundred different types of currencies and will
    be able to keep up with the currency rate changes.

    Feel free to visit my page galaxy s4

  8. With such large storage spaces, you can be sure to store anything in your laptop without fear of having a full hard
    disk anytime soon. They have long battery everyday living
    (close to 7 or 8 hrs) so it is possible to use them throughout the day time.
    6 laptop from ASUS is not your run-of-the-mill machine.

    Feel free to surf to my website acer c7 chromebook

  9. If there is a problem with the device, you can contact the manufacturer for additional
    support. One thing missing on this model will be
    the duplex publishing function which is very necessary for company or maybe
    expert ink jet printers, especially for printing marketing mass media for example pamphlets and
    flyers. Aside from these you also need to consider quality as well as speed of printing.

    Take a look at my web blog all in one printer reviews

  10. The validation is created by 256-bit AES encryption and Kerberos; plus it's equipped with a
    unique Direct Display Exchange technologies. Going by
    the buzz, the gadget world is filled with some exciting new products.
    In one way or another, abortion plays a big role in a woman’s maternal

    Also visit my webpage :: acer chromebook

  11. The user can email their recordings to their office computer or transfer via Wi-Fi.
    Station strengthening will allow for concurrent details ink cartridges
    to behave as an effective simple high speed internet canal.
    Just like any electronic product they come in various price ranges,
    with inexpensive ones being good enough for most people.

    My weblog; motorola surfboard sb5101


Post a Comment

Popular posts from this blog

Top 5 Women Who Impacted Technology in 2010

Katie Stanton, International Strategist for Twitter Katie Stanton has impressively long names of companies in her resume. They include the White House, Google Inc, and her latest addition is Twitter. Her remit is working on Twitter’s international strategy and her experience in social media will be a key asset to the company. Katie has a history of working in technology, and her knowledge of departmental laws will help Twitter work alongside government agencies, as she’ll be spearheading the free information approach, especially after the Wikileaks incident. Stanton has been a key player in the techsphere for some time, and this extends to her private life. Following the Haiti disaster she worked with a group of engineers to create a free texting service to help those in need and she is constantly in demand as an expert in both social media and government policy.
Caterina Fake, Co-Founder of Flickr and Hunch Despite having a surname which sounds like a pseudonym for a spy (it’…

Evolution Of Computer Virus [infographic]

AT&T MiFi 2372 review

In the week or so that I have been testing the AT&T MiFi 2372 by Novatel Wireless, it has already saved no less than three lives. First, it saved my cable guy’s life. You see, Time Warner Cable provides the worst home Internet service I have ever experienced. I can’t even think of a close second. If providing terrible home Internet service was a sport, Time Warner Cable would be on its tenth consecutive undefeated season. Forget the fact that my upload speed is capped at 60Kbps and I’m lucky if I can get half that — it has been months since I’ve gone through a full day without at least one service interruption. Months. Unfortunately, Time Warner Cable has an exclusive contract with my building so I have no choice but to endure its abysmal service. Last week, as a Time Warner Cable technician entered my home for the sixth time in two months, I realized that this certainly would have spelled serious trouble had it not been for my trusty new back up device. Before the Mi…