With promoted posts, all you’re paying for is an increase in reach. There is no guarantee that you’ll get more comments, likes and shares, even though that’s what you want for long term success (the more comments, likes and shares you get on a post, the more you’re leveraging true word of mouth).
So the key to investing your ad dollars wisely, is to ONLY promote posts that are already getting a lot of likes, comments and shares. You do this by ranking your most recent posts by virality within Facebook Insights.
Great point, John, about promoting posts in order to get more Likes, comments and shares. However, I would think that promoting a post with a specific “call-to-action” only to people who already Like your page in order to reach more of those people who are likely to take action on your behalf is also a decent strategy. What’s your opinion on that approach?
I think that’s ok, but if the call-to-action is snooze, it probably won’t get results anyhow.