US state department spends $630,000 to boost Facebook 'likes'

MUMBAI: The US state department has in a bid to boost its Facebook fan base has spent USD 630,000 on its Facebook strategy. The strategy has helped the state department in increasing its Facebook followers from 100,000 to more than two million in a span of two years between 2011 and 2013.

Describing the social media strategy, the US state department report stated, "The strategy is simple. It involves buying fans who may have once clicked on an ad or ‘liked‘ a photo but have no real interest in the topic and have never engaged further."

Defenders of this plan argued that Facebook page discovery is difficult enough to merit the use of Facebook ads ‘to increase visibility.‘

The US state department may be content that after its six figure investment, each of its four Facebook pages had 2.5 million fans that were acquired through advertisements and viral photos, but a funds-rich social media strategy doesn‘t necessarily mean that they‘ve acquired loyal fans. The rate of engagement would be the judge of that.

No surprise here: Just two per cent of fans were found to be engaging with these Facebook pages, which also meant that there were few people who are actually paying attention to the U.S. state department‘s Facebook presence. And that has to sting, given that the department felt they were worth spending quite a bit of cash on.

"Engagement on each posting varied, and most of that interaction was in the form of ‘likes.‘ Many postings had fewer than 100 comments or shares; the most popular ones had several hundred."

The State Department acknowledged in the report that buying fans wasn‘t a terribly worthwhile investment. Maybe that will be a lesson to everyone buying Facebook fans out there: The state department shelled out and look where it got them. Apparently you really can‘t buy popularity.

Latest Reads
India, China to propel APAC, beat CAS Europe market share

APAC is expected to overtake the market share of Europe in future due to an increasing demand for digital TV set-up boxes in countries such as China and India. North America and Europe dominated the global CAS market in 2015. APAC region is estimated to mark a growth rate of 12.0 per cent CAGR...

Technology Hardware Set-top Boxes
India lucrative market for 4K UHD STBs: Grand View Research

Here’s a view on the demand for 4K or ultra high definition (UHD) set-top boxes (STBs) in India.

Technology Hardware Set-top Boxes
Infor appoints Dass as south Asian subcontinent V-P

Infor, a leading provider of business applications specialized by industry and built for the cloud, has appointed Ashish Dass as the vice president and managing director for the south Asian subcontinent. Infor software helps eliminate the need for costly customization through embedded deep...

Technology Software Applications
Siti & DishTV opt for Conax conditional access

The Essel group has been using Conax’s tech for sometime now for its Siti Network (earlier known as Siti Cable). Now the group has extended that partnership for another product for both Siti Network and DTH operator Dish TV India. This time it is for the cardless set top boxes that the two are...

Technology Hardware Set-top Boxes
Imagine Communications extends functionality of Selenio One unified transcoding platform to OTT

MUMBAI: Imagine Communications, empowering the media and entertainment industry through transformative innovation, today introduced a high-density adaptive bitrate (ABR) transcoding product built on Selenio One™, the company’s software-defined linear transcoding platform. Selenio One is designed...

Technology Hardware Components
DJI Makes Your Smartphone Smarter with the New Osmo Mobile

DJI, the world leader in creative camera technology, Thursday launched the Osmo Mobile, an extension for smartphones that turns them into intelligent, precision camera systems.

Technology Hardware Components
Prime Focus Tech gets funding from PE firm Ambit Pragma

MUMBAI: Prime Focus Technologies (PFT) – the technology offshoot of media services company Prime Focus - informed the Bombay stock exchange today that it had received its first round of funding from growth capital private equity fund Ambit Pragma.

Technology Software Applications
Three new products developed by C-DOT launched on its Foundation Day

Communications Minister Manoj Sinha today expressed the hope that 100,000 Gram Panchayats (GPs) will be connected through Optical Fibre Cable (OFC) by March next to set up a network infrastructure to serve the rural masses.

Technology Hardware Distribution
Genpact and BITS partner to build talent in the field of analytics

Genpact (NYSE: G), a global leader in digitally-powered business process management and services, today announced a partnership with premier technical education university Birla Institute of Technology and Science (BITS) for offering training programs in the field of analytics.

Technology Software Middleware

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories