Issue link: http://read.dmtmag.com/i/369547
8 0 V I N E YA R D & W I N E RY M A N A G E M E N T | S e p t - O c t 2 014 w w w. v w m m e d i a . c o m BY TYLER BALLIET The Power of Paid Facebook Advertising How to reach the right audience with the right message Image: Thinkstock/Artizarus ever before have so many consumers been so acces- sible to marketers for such a small amount of money. On Face- book, you can drop your message into the news feeds of very specific people for less than 1 cent per per- son. The return on investment can be better than print, TV or radio, but most importantly you can buy ads incrementally without a large com- mitment. By carefully aligning the right message with the right audi- ence, paid Facebook advertising can yield significant results. HOW FACEBOOK ADS WORK Aside from being a communi- cation platform, Facebook is an entertainment, lifestyle and news publication and the editors are its 1.28 billion active monthly users. The more "likes," comments and shares a post receives, the more people see it. Think of the Facebook platform like an old-school print newspaper: The only ways to get your brand's message in the newspaper are either to be mentioned in an article or to buy advertising. In this analogy, a newspaper article is akin to Facebook's organic reach. Landing your brand in The New York Times usually takes hir- ing a PR professional and spending money for months or years with no guaranteed results. The same is true for making a post "go viral." Big brands spend tons of money creating content and hiring PR pros to ensure