Big Facebook ad campaign launched
The most successful ads on Facebook, apparently, are the ones that promote an organization’s Facebook page – getting people to ‘like’ your page is easier than getting them to do just about anything else. And if they ‘like’ you, they will see your posts on their own news feeds, as will their friends.
Facebook now allows for a very interesting kind of targetting – you can choose to show ads only to Facebook members who are friends with people who already ‘like’ LabourStart — in other words, people who are themselves likely to be trade unionists (or sympathetic to the trade union movement).
The ad campaign we’ll be running starting tomorrow targets 282,680 Facebook users in these 22 countries: United States, India, Ireland, Italy, New Zealand, Norway, Canada, South Africa, South Korea, Sweden, Switzerland, Turkey, United Kingdom, Israel, Finland, Denmark, Australia, Russia, Brazil, China, France and Germany. The users are all over the age of 18 and list English as one of their languages. None of them are currently LabourStart fans. The ad reads:
If you’re a trade union member, you’re going to love (not ‘like’) LabourStart. Check out our Facebook page and website
At the moment, we have 1,710 people who ‘like’ our page on Facebook. Our page is a very new one, launched on 1 April. Over the last 114 days, we’ve grown by exactly 15 per day since then. We should reach 2,000 ‘likes’ by 11 August (and 10,000 in 18 months), even without this ad campaign.
By way of comparison, here are some other FB pages and how many ‘like’ them:
- Global – Avaaz 231,994
- USA – Moveon.org 152,151
- Global – Human Rights Watch 139,571
- Global – Amnesty International 49,171
- UK – 38 Degrees 31,002
- USA – AFL-CIO 28,918
- Australia – GetUp! 18,299
- UK – False Economy 10,400
- USA/Canada – SEIU 8,989
- USA/Canada – USW 5,955
- USA – Labor Notes 5,419
- Germany – IG Metall 5,258
- Germany – ver.di 3,457
- USA – Young Trade Unionists 2,769
- USA – IWW Starbucks Workers Union 2,624
- Global – UNI Global Union 2,511
- Israel – Histadrut 2,448
- UK – TUC 2,048
- UK – Unite 1,897
- UK – UNISON 1,892
- Global – ITUC 1,860
- Global – Clean Clothes Campaign 1,828
- Australia – AWU 1,777
- Global – LabourStart 1,710
- Global – International Labor Rights Forum 1,536
- Ireland – ICTU 1,386
- USA – Student Labor Action Project 1,318
- Israel – Kav LaOved 1,297
- Global – IWW – 1,202
- Canada – CLC 709
- UK – GMB 583
- Palestine – PGFTU 441
- South Africa – COSATU 434
- Canada – CUPW 423
- Global – International Metalworkers Federation 366
- Global – ICEM 232
- Israel/Palestine – WAC Ma’an 226
- Global – Global Labour University 224
- Palestine – DWRC 202
- USA – ILCA 115
- Global – Fair Labor Association 93
- UK – Banana Link 70
- New Zealand – NZCTU 66
- Europe – ETUC 64
- Australia – ACTU 63
- Global – Education International 46
- Global – WFTU 46
- USA – Labour Behind the Label 35
- Iran – IASWI 23
- Global – Global Unions 11
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Tracking this will be quite useful. As well, Andy and I (though I am already behind), are taking the Social Media Bootcamp online course and may have some suggestions for making better use of FB in the next week or two.
One of the biggest lessons of the course is that Facebook should not be used just to relay information that you publish elsewhere but to provoke interaction. Following up on this, I’ve been working on this most of the weekend, adding stuff to the new French LabourStart page. I’m a bit peeved that my work is once again about to be bulldozed with practically no prior notice, by a giant English language campaign calling to visit only the English page. Where has the multilingual policy gone? This is certainly NOT an encouragement to do more.