There was once a time when digital advertisers worked with a certain level of autonomy from other agency and brand digital teams. It was fairly easy to silo your digital teams by discipline.
Social media advertising has completely changed the relationship between advertisers and managers and success now relies on agencies and brands acknowledging and adapting to the change. Thus far, it seems like this adaptation has been a slow one for many.
Speaking very broadly, with social media advertising, you have two options: general (traditional) ads or social ads. Both rely on a strong line of communication between your social advertisers and managers, just at differing levels of chatter and participation.
General Social Media Advertising
In my general social ad bucket, I place social units like LinkedIn ads, Twitter sponsored accounts and Facebook URL or Like ads. These are fairly static and require a bit less communication between the person creating/placing the ad and your social community manager. That said, it is very important for the ad person to know what is on the social editorial calendar for one very important reason: targeting.
For example, if you are a pizza brand and your community Facebook editorial calendar calls for a heavy focus on posts about the NFL playoffs, your ad manager should know this to ensure the proper interests are targeted. If this line of communication is not firmly in place, you could have your ads targeted to senior women, who will go to your page and see nothing but NFL posts. They may like the posts, but clearly they aren’t the intended demo for the content.
The same premise goes for LinkedIn. There needs to be a strong line of communication between the person posting on your company’s LinkedIn page and the person writing and targeting your ads.
In the world of social media advertising, first impressions matter hugely.
Social Media Advertising with a Social Component
Ad units with a social element are the key to social media advertising success these days. Our digital team regularly sees ads with a social component perform 50x better than traditional ads, sometimes even better. The ability to show a person that their friends endorse your brand is immensely effective in digital advertising.
Successfully creating and placing an ad with a social component requires extremely strong lines of communication between advertiser and community manager. Aside from the “first impression” element, you also need to know what is going to be posted or tweeted because those posts and tweets will become your advertising content. Sponsored posts and promoted tweets are extremely effective ad units, and should be a component of most digital advertising campaigns that utilize those social platforms.
Going one step further, not only should the advertiser be aware of what is going to be posted or tweeted, they should be part of the editorial calendar development process. They may have specific wording they’d like to see in their ads or maybe they want words arranged in a specific way so they display properly in an ad. When social ads are part of a digital advertising campaign, the ad manager’s job performance becomes directly tied into the quality of your editorial calendar, making them a stakeholder in the post-drafting process.
Digital advertising has evolved and will undoubtedly change further as the social networks continue to roll out different ways to advertise. If your brand or agency still has your social advertisers and managers siloed, it may be time to think about knocking that wall down. Their (and your) success relies on very strong inter-team lines of communication and participation.
Image Credit: bk2000
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