By Ivan Ivanov
Facebook and Twitter are currently vowed with controversy with regard to their microtargeting advertising. Going as far as deleting data tied to the case, the social networking behemoths have reportedly helped Russian individuals swing the US 2016 Presidential elections by allowing them to run highly targeted and specific political ads.
At this point in time, both Facebook and Twitter are trying to help investigation proceedings and government officials are taking measure by putting new social media political advertising legislation in place.
And while we are in no place to discuss such political matters nor are we to downplay the importance of the issue at hand, this case does show something peculiar that brands can take advantage of when running their social media marketing strategies.
It’s no wonder that Sun Tzu’s Art of War is still considered to be one of the best business books to read. In war, the worst of humans and the best of strategies come to light. And there are a ton of similarities on an industrial battlefield as well.
Plus, in this informational war, if you can call it that, we have decided to take a look at the Russian social media ad debacle from a different perspective and see what corporate tactics we can learn from the political controversy.
At the same time, we’ll also try and give our take on the best way you can integrate a micro-targeting strategy for your next Facebook ad campaign. Without further adieu, let’s get started.
How the Targeting Strategy was (Reportedly) Implemented
Without getting too political and avoiding the controversies as much as possible, we’ll start by discussing the way the micro-targeting strategy was reportedly implemented by the Russian individuals.
For starters, the ad campaigns included viral-potential fake news reports to target specific groups from both sides of the political spectrum. Playing around from an angle of anger-induced sharing, the advertisers put in place ads that favored the Democratic Party and targeted them at Republicans and vice versa. And while the morality of it is certainly highly in question, there is something corporations can take away from all of this.
Why were the Ad Campaigns So Successful?
One of the biggest reasons why the campaigns were so successful was the factor we like to call “viral-potential.” In our blog posts, we use this phrase to refer to content that has the potential to go viral, based on certain criteria. Pretty straightforward, so far. Now, as we’ve discussed in previous articles on viral social media posts from experts, a huge part of what makes content go viral is emotion.
While anger is not necessarily the best corporate emotion to target via a social media strategy, there are a lot of other viral-ready feelings you can induce in your target audience to achieve a better conversion rate. And we hope that this conversation doesn’t make you uncomfortable, as emotions have been part of marketing for ages, as these historical examples show Go to the full article.
Source:: Business 2 Community