Presidential Hopeful to Try Facebook Sponsored Stories

By Michelle Amodio May 31, 2011

Republican candidate for the 2012 presidential election Tim Pawlenty has his eyes on Facebook to spread the word.

The former Minnesota Governor made the announcement last Sunday that he was putting his name into the hat for President and his digital team, ready to campaign, was seeking out Sponsored Stories on the popular social networking site.

Sponsored Stories is “a way for marketers to sponsor activities that happen throughout the News Feed,” Facebook Product Marketing Lead Jim Squires told Mashable back in January.

Sponsored Stories combine content that’s earned, owned and paid for and complement other types of advertising and marketing on Facebook. This allows businesses and brands to approach users in multiple ways at once.

"Anything we post on Tim Pawlenty's page shows up as an ad," said Mindy Finn, partner at Engage, the agency handling digital ads for Pawlenty for President.

Other units called "Like Stories" alert friends that someone has liked a post. "Page Post Story" ads show friends when someone likes a post on a page.

Page Post Story, which promotes News Feed stories about your Facebook Page updates helps Pages drive extra clicks to an outbound link, such as to vote in a poll, sign a petition, visit a e-commerce store or get more people to follow another call to action. If the post includes a photo or video, users can click through to see the photo, or watch the video inline.

Engage has been optimizing the campaign throughout the week, and is working with the Facebook advertising team to test newer formats. "Facebook has been much more aggressive recently in pitching their ad products to the political market,” said Finn.

The campaign also ran event ads, allowing people to RSVP to the Townhall. "Those definitely helped drive up event attendees," said Finn.

One Facebook advertising platform provider has found that Sponsored Story ad units have click-through rate that's 46% higher than standard Facebook ads, according to a post on Inside Facebook.

TBG Digital conducted a test over the course of ten days and 2 billion ad impressions, which showed that the Sponsored Story ads performed better in terms of click-through rate and cost per click.

Facebook still makes more money from their traditional social ads, but these early data suggest that there may be a future for the Sponsored Stories ads.


Michelle Amodio is a TechZone360 contributor. She has helped promote companies and groups in all industries, from technology to banking to professional roller derby. She holds a bachelor's degree in Writing from Endicott College and currently works in marketing, journalism, and public relations as a freelancer.

Edited by Rich Steeves

TechZone360 Contributor

SHARE THIS ARTICLE
Related Articles

Verizon Shows Support for Nepal Earthquake Victims

By: Dominick Sorrentino    4/27/2015

As international aid agencies and NGOs gear up to help the victims of the 7.8-magnitude earthquake that struck Nepal on Saturday, claiming more than 3…

Read More

Survey Shows Business Executives and IT Leaders Disagree on Future of Enterprise Tech Investing

By: Peter Bernstein    4/27/2015

Perception can become reality, and this is not necessarily good news. This is particularly true during times of major change, which we are currently e…

Read More

Comcast-TWC Demise Points to Online Video's Ascendency

By: Tara Seals    4/27/2015

Comcast may have called off its $45 billion megamerger with Time Warner Cable, but the legacy of what that means for the FCC's policy for online video…

Read More

How Solar Investments Will Change in 2016

By: Anna Johansson    4/27/2015

The solar industry has been of particular interest to consumers, businesses, and technology developers over the course of the past decade or so. Solar…

Read More

Nevada: Silver State to Tech Center

By: Doug Mohney    4/24/2015

Silver was the primary mineral mined in Nevada when it was admitted to the union in 1864, earning it the slogan of "The Silver State." Times changed, …

Read More