Annotated+Bibliography

**Name:** Nicole Merritt **Article 1:** “What You Need to Know Before Running a Facebook Promotion” by [|Christine Erickson] Many small business owners Facebook promotions fail because they don’t think their promotion strategy through from start to finish. The ultimate goal of a Facebook promotion is to inspire action – likes, shares, and engagement – and in order to do this, you need to create a meaningful experience or offer something of value to your consumer. It is important for businesses keep their audience in mind when developing their promotion strategy, and should offer something of value to their audience (e.g. coupons, VIP invitations and video previews).
 * Source: ** Mashable, []
 * Tags / Keywords: **Facebook, Facebook Ads, Facebook Promotions, Small Business, Marketing, Promotion
 * Summary: **

__Ways which small businesses can build a better promotion strategy: __
 * 1) Begin by asking yourself: What am I trying to achieve? How do I plan on achieving it?
 * 2) Next, determine your objective (E.G. Fan growth, someone to sample product or purchase product). Three common strategies businesses can used to achieve their goals include: added value, price discounts and merchandising.
 * 3) Now you can decide which Facebook application is appropriate for your particular strategy, making sure to be mindful of __[|Facebook’s promotions guidelines]__According to Brody, using Facebook features or functionality as a promotion registration or entry mechanism is a common violation of these guidelines.

__Things that businesses should avoid when running a promotion: __
 * 1) Don’t make entry to the promotion too difficult.
 * 2) Don’t rely solely on your fans to push new consumer to your promotion, instead, ask yourself what other marketing touch points do you have at your disposal to create more promotional ‘buzz’ outside of Facebook.
 * 3) Don’t assume your current customers already follow you on Facebook (most of them don’t)
 * 4) <span style="font-family: Arial,Helvetica,sans-serif; font-size: 10pt;">Keep in mind that Facebook promotion itself is not the end goal. The end goal should be creating an ongoing interaction between the consumer and your business.

__<span style="font-family: Arial,Helvetica,sans-serif;">Example of an Effective Facebook Promotion: __ <span style="font-family: Arial,Helvetica,sans-serif;">

<span style="font-family: Arial,Helvetica,sans-serif;">**Name:** Nicole Merritt <span style="font-family: Arial,Helvetica,sans-serif; text-align: justify;">Facebook has recently completed its transformation from an advertising platform to a marketing platform. Facebook is “…evolving from ads to stories” according to Mike Hoefflinger, Facebook’s director of global business marketing. On average only 16% of fans see a brand’s post, most marketers however still don’t realize this gap exists. Many brands believe that their Facebook messages reach all Facebook fans, which is far from the truth. Rather than focusing on engagement rates, people are worried about reaching ‘like’ goals. However, Facebook’s push for content-oriented ads may give the final verdict that acquiring fans is not the most important thing. Facebook’s engagement-centric approach forces brands to engage consumers so that they can produce content to turn into a Sponsored Story. Jamie Tedford states that in order for brands to succeed with a storytelling strategy they must adopt “…a completely new approach to content creation and media specific to Facebook…” Because of all this, it is expected that many Facebook vendors will be integrating their platforms. Wildfire and Adaptly’s [|did just that] <span style="font-family: Arial,Helvetica,sans-serif; text-align: justify;"> by melding Adaptyl’s social advertising and optimization technology with Wildfire’s media management platform. Restructuring can even be observed within single organizations. For example, Brand Networks combined its community manager and media planner roles into one position called Story Planners, whose duties include creating posts, monitoring analytics and amplifying posts via Sponsored Stories. It is important to note that in addition to page re-designs, brands will need to prioritize and consolidate their pages tabs, since the new layout removes the left sidebar, reducing the number of tabs displayed.
 * <span style="font-family: Arial,Helvetica,sans-serif;">Article 2: ** "New Facebook Pages Shake Up Social Ad Ecosystem" by Tim Peterson
 * <span style="font-family: Arial,Helvetica,sans-serif; font-size: 10pt;">Source: ** AdWeek, []
 * <span style="font-family: Arial,Helvetica,sans-serif;">Tags / Keywords: **Facebook, Social Media, Ads, Advertising, Business, Marketing
 * <span style="font-family: Arial,Helvetica,sans-serif;">Summary: **

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