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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 upfront for all social media ads using a departmental P-card, but these charges will eventually be billed to your department. Before ads can begin running, your department must provide the accounting string 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.

What's the difference between a Boosted Facebook post and a Facebook Ad?

Boosted Post:
This is an existing post on a FB page. After “boosting” the post will still live on the page. Unless you’ve selected the option to post in multiple languages when drafting, this post will not serve to multiple audiences separately. You cannot upload media for a specific language. You cannot edit the post text/photos once you’ve submitted the request.

Facebook Ad:
This posts exists on Facebook/Instagram only while the ad is being served. It will not show up on the page timeline during or after. You have the ability to target multiple languages and upload specific media for each. Ads can be scheduled in advance of the desired run date. Any changes to the post text/media after an ad has been submitted for review or approved, will need to go back into the review process.

How do I get started?

Requests for social media advertising can be submitted on Footprints. Because most social media platforms will review the posts/ads before they can go live and this process can take anywhere from a couple of hours to a couple of days, we suggest you submit your requests a few days in advance of your anticipated start date. In addition, please provide the following information:

For Ads: 
  • Budget: $XXX 
  • Funding Info: (please provide the accounting string you’re using to pay for this)
  • Duration: (start/end date)
  • Audience: Ex. Metro Tucson area, Vail, 25-65+, men/women, Zip Code: 85701
  • Headline: Max 25 Characters
  • Subhead: Max 30 Characters
  • Post text: 125 Characters
  • Call to Action URL: full URL
  • Display URL: friendly URL (if one exists)
  • Media (photo/video): please attach
For Boosted Posts:
  • Budget: $XXX 
  • Funding Info: (please provide the accounting string you’re using to pay for this)
  • Duration: (start/end date)
  • Audience: Ex. Metro Tucson area, Vail, 25-65+, men/women
  • Facebook/Instagram post URL: This is the link to the actual post you want to boost
  • Call to action URL: full URL
  • Display URL: friendly URL (if one exists)
  • Include a screenshot of the post

Additional Notes:

If the message you're trying to promote fits any of Facebook's special categories (Employment, Housing, Politics, etc.), we will NOT be able to narrow your audience by demographic, zip code, behavior or interest. 

Additionally, if your post contains an image or you're supplying an image that has a lot of text, we will ask you to use a different one to ensure the post adheres to the advertising policies of the various platforms.

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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