Social Media Advertising

What is it?

Unlike print, radio and TV advertisements, social media offers a cost-effective way to promote your department's program, service or upcoming event. Platforms generally use a pay-per-click model, which means you only pay if the consumer takes the action you want. 

Where can I advertise?

Most social media platforms, including Facebook, Instagram and Twitter offer paid advertisement options. Choosing one ultimately depends on the goal you're trying to accomplish and the audience you're looking to reach. The Communications Office can work with you to determine which one works best. In the past, we've helped department's place ads on Facebook, Twitter, Instagram and Snapchat.

How much does it cost?

Pricing can vary, but it's quite affordable compared to mainstream media. You're basically paying for interaction, or clicks. On average, for example, Facebook ads cost about $0.27 per click. Depending on the audience you want to reach, this can translate into as little as $20 or as much as $1000. 

Who pays?

The Communications Office pays for all social media ads using a departmental P-card. However, before ads can begin running, your department must provide the fund/unit you'd like the ad to be charged to. Because social media platforms adhere to a pay-as-you-go model, charges won't get transferred to your department until several weeks after the campaign has ended.

How long will the advertisements last?

Social media ads should run for no more than two weeks at a time. When you extend an ad for longer than two weeks you run the risk of generating negative feedback, which can result in losing likes/followers or people choosing to "hide all posts" from your page. 

For promotions that need to run longer than two weeks, we can create a Social Media Campaign, which involves several posts staggered over a period of time. Campaigns can run for months at a time and can include various posts, each with a different message, photo, link, duration and budget.

How do I get started?

Requests for social media advertising can be submitted on Footprints. When placing your request, be sure to provide the following information:
  • Where do you want to place the ad? (Facebook, Instagram, etc.)
  • Who is your audience?
  • How long do you want your advertisement to run?
  • What is your budget?
  • What is your department fund/unit?
  • Are you billing this to a grant? If so, please provide the program/phase
If you're unsure which platform you want to advertise on or need additional help determining the kind of ad you want to place or would like help developing a social media campaign, include that in your description and we will assist.

 

 

 

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Communications Office

130 W. Congress
Tucson, AZ 85701

(520) 724-9999

Monday - Friday 8 a.m. - noon and 1 - 5 p.m., except on holidays.


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