Experimenting with Facebooks Boosted Posts

This blog post is part of our series from schools participating in the Jewish Day School Social Media Academy.

Our participation in the Jewish Day School Social Media Academy inspired our Marketing Department at Golda Och Academy to tweak our social media strategy and one of the most exciting trials was our experimentation with boosted posts on Facebook. Prior to this experiment, our Golda Och Academy Facebook page was popular among current parents, students, faculty, and alumni, however, we wanted the opportunity to bring new eyes not only to our Facebook page, but to our website and brand through social media. With the recent nosedive of a Facebook post’s organic (unpaid) reach—particularly coming from a company page— it seemed like the perfect moment to try boosting our posts.

We boosted posts that included student enrollment-related videos about our Kindergarten program, a partnership with a community business, and one about a current student who transferred to our school. On average, a typical Facebook post on the GOA page would organically reach between 300-1,500 people and earn between 5-50 likes prior to boosting. We did find that depending on the amount paid (usually around $25 per post) and the audience chosen, our boosted posts would reach between 5,000-20,000 people. Although we did not necessarily find a correlation between a boosted post and an increase in post likes, we did find that a boosted post would bring in new page likes, which helped us achieve our goal of bringing new e. Our foray into Facebook advertising is absolutely a work in progress, but along the way, we have learned a few things that we would like to share:

3 tips to maximize a boosted post:

  1. Expand your existing network. Although you are more likely to reach a larger audience by selecting nearby towns and the ages befitting to your demographic, the more valuable demographic (for example, for a niche as specific as those interested in a Jewish Day School) would be the “People who like your page and their friends” option. The people who already like your page are more likely to have friends with mutual interests than the general public and are more likely to engage with your posts.
  2. Less words, more photos. Think about the posts that catch your eye while scrolling through your personal Facebook feed. It’s usually not the lengthy post, but probably a single eye-catching photo or cute video. In fact, Facebook will reject your boost if it’s too wordy – make use of Facebook’s helpful grid tool to achieve the perfect photo/text balance.
  3. Promote your services. While boosting a post about a particular student’s accomplishment is nice, it isn’t necessarily providing a service to the community and to potential fans of your page. If your school hosts open houses, an after-school program, a summer camp, or any other special services, this is the information most relevant to potential fans. 

The Jewish Day School Social Media Academy is an intensive program designed to help Jewish Day Schools advance their strategic use of social media in areas such as communication, marketing, community building, alumni relations and development. The 2013-14 nationwide cohort of 15 schools was generously supported by The AVI CHAI Foundation.  Each of the schools will be sharing insights from their experience through blog posts here with the tag #jdsacademy

Complete the Social Media Self Assessment for your school at http://www.dayschoolacademy.org/assessment