Discover Social

Digital is the future, but do you know the way?


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Helping companies to build, grow and understand social media by using effective social techniques and best practices.  By developing and strengthen customer relationships, together we can boost sales and improve on ROI. 

Making The Most of Dark Posts on Facebook

Facebook dark posts are News Feed style ads that don't publish to your Timeline or in your fans' feeds organically. A dark post doesn't have to just be a status update; currently, Facebook supports status updates, photos, videos, links or an Offer.

Facebook dark posts allow you to run and test content without posting that content to your page’s timeline.

Step One: Choose a Type of Post to Test

Isolate the variable you'd like to test, and be sure to test one at a time if you have more then one to try.

You could try:

  • Post type (photo, video, website link, GIF, live video or image gallery)
  • Visual style (designs to attract different genders, age ranges or interests)
  • Text (using a catchy headline)
  • Colours

What variables matter?

Identify which variables you think make a difference. Perhaps you are catering to two different age ranges with different interests. Cater to each target market with appropriate content, images and post types to find out what works best for you.

Step Two: Pick a Single Metric

Success is defined differently by each company:

  • Post shares
  • Post engagement
  • Website clicks
  • Post reach

To choose which one matters to you, refer to your social media strategy. If you want to sell more products in a sale, then website clicks to your website page would be a good indicator of success.  If you are trying to raise awareness of an upcoming event, then engagement and post shares could be the answer.

Step Three: Create Variations

Creating varieties is your next step. Perhaps you could test the length of your post, to see if your followers respond better to shorter- or longer-text posts.

Alternatively, you could change the photo used.

Whatever you do, change one thing only - the text, the image, or the website link so that you can judge its success.

Step Four: Track and Analyse

Create a spreadsheet to monitor the successes and failures of your posts.  You'll start to see patterns emerging once you have launched a few.  To make it easy to understand your statistics better, you could have columns depicting:

  • Date launched
  • Content
  • Length of post (copy variation) - short, medium or long
  • Photo name
  • Click Through Rate (CTR)
  • Pay Per Click (PPC)
  • Shares
  • Engagement

How Do I Create a Dark Post?

You can create dark posts using the Page Composer or Power Editor.



3 Great Reasons Why Businesses Need Social Media

With the addition of social media in the past decades, businesses have had a lot to think about and adapt to when it comes to advertising online and finding their customers on the internet.

As well as businesses, the social media channels themselves have had to adapt and evolve too, thinking of new and exciting ways to stay relevant in today's market.

With the number of users now on social media (2.78 billion out of the world’s population of 7.47 billion),  businesses can no longer afford to stay away from social media as a part of their marketing efforts.

So, what are three great reasons for marketing on social media?

1. Social media marketing costs less than traditional marketing

After the costs of printing, traditional marketing can be expensive. In comparison, social media marketing offers a very good alternative, allowing companies to target their efforts on the people who are most likely to respond.

2. Social media marketing offers companies better connections with customers

Users are joining the world of social media at a rate of knots, so companies who are online are at an advantage by making connections with them.  Engaging and building relationships with customers can help to establish a connection that others companies don't.

3. Social media marketing offers companies the opportunity to network

Online, companies can network with anyone in the world.  Organisations can use the internet to build a network with loyal customers; offering them the chance to mention company pages in forums, discussion groups, tweets and fan pages.