Promoting Low-Performing Facebook Pages - Part 2

Promoting Low-Performing Facebook Pages - Part 2

In our previous post we discussed a Facebook marketing/promotion dilemma a long time Duluth friend of ours was having. We opened the problem up to our community and got back this great, lengthy, response from Axel Rosar a student at UMD

Rather than post his response as a comment, we felt it was worth it's own post. 


I may be wrong, but from what I can tell is the host, Mission Video Freedom is the service, and I Have A Dream Youth Video Quest is a contest. This might be your first indication something isn’t right. Sometimes some of the best solutions are the basic ones.

I’m going to focus on the Mission Video Freedom since it is more of a service.

First, the page looks like it was thrown together in a short amount of time. The cover photo is not aligned properly and the profile photo is some random outdoors picture that I have no idea how it relates to Mission Video Freedom. Also, the “mission” is repeated twice; one via photo, and one in the “about section” which has grammatical errors.

Second, the page does not grab the viewers’ attention. Having a cover photo of a jpeg from does not depict the actual mission of the service. I’ll explain.

Your mission is not “sharing video stories online of Jesus working in people’s lives.” That is the service you do. This is your what. Your “what” is not your focus, especially when relating to religion services. I’ll elaborate. Every single person in this world knows “what” they do. Yours should be, “We use digital media to spread the word of the Lord to display how the Spirit works in people’s lives”. Your “how” is possibly, “We do this by using short clips of blah blah-blah-blah”, whatever.

The MOST IMPORTANT FACTOR in why you may not getting as many likes as you want is because you don’t know what your “why” is. Why are you doing this, and revenue is a result, is not a “Why”; but more of what gets you up in the morning? Why are you doing this rather than perusing your dream career? Is this your dream career? If so, why?  I know I’m starting to sound like a broken record here but many people start with their what, and end with their why. Most don’t even know what their “why” is.

People don’t buy what you do; they buy why you do it. They buy what you believe, and what they believe relates back to what you believe. It’s a full circle. I’m going to try my best here, but how’s this sound. Why: “We believe, the Lord, Jesus Christ, works miracles everyday through people’s lives. We believe He influences us to be better people and we believe in spreading the word of the Lord” or something of the sort. How: “We do this by __________________________” What: We use digital media to spread the word of the Lord to display how the Spirit works in people’s everyday lives”

It sounds like a lot of mumbo jumbo, but if you look at it from a marketing stand point, your “Why, How, and what” are simply your factors in creating brand awareness or attention. It drives interest in your viewers and participants. Watching your videos causes people to desire to take matters in their own hands which ultimately ends in your “call to action”.

I know this may not be directly a business and communication plan, but it will definitely help drive participation in those who believe what you believe.

If you are looking for a direct answer, try this:

Target Market Profiling

  • Demographic
  • Gender, age, Race, Life Stage, Household Size, Marital Status
  • Geographic
  • Region, City Size, Density (Local Duluth, Superior, Twin Ports)
  • Socioeconomic (not the most important)
  • Income, Education, Occupation
  • Psychographic (EXTREMELY IMPORTANT)
  • Personality, Values, Lifestyle

Communication Strategy

  • Advertising, Public Relations, Events,
  • Digital promotion and Social Media Tactics
  • - include creative samples

Cost Analysis

Measurement Standards and Evaluation


I hope this can drive some more thoughts and at the end of the day provide some help, and insight.

Axel Rosar

Ambitious and Developing Social Media Strategist

University of Minnesota Duluth


Promoting Low-Performing Facebook Pages

Promoting Low-Performing Facebook Pages

I got a recent email from a contact on LinkedIn. He's very passionate about the (video) projects he takes on. He's always tried hard to match his digital skills with ways to help the community. Unfortunately, these project don't typically have big budgets. He's struggled to grow the Facebook following of these projects beyond 100 fans.  Here is the (shortened) messaged I received: 

"I am looking for some help in promoting a couple of Facebook Pages?"  

I responded back, looking for a better understanding on how he hoped to promote the pages. Asking if he was looking to only grow the pages organically, or if he was interested in growing them with Facebook paid promotions. His response:

"Right now organically is how I want to grow it. I have been using the Facebook interface to share. I am willing to spend some money in the future on both pages. The only one that has cash flow potential is "Mission Video Freedom."

This is where I struggle. I want to jump to having conversations about mission and goals and then move the strategy conversation from there to tactics and metrics. But I look at the pages (one without even claiming the Facebook URL) and my first instinct is to jump into tactical recommendations. It seems like there are so many best practices that have been skipped, that seems like the easiest win. 

I was curious if we could use this question as a jump off point to have a conversation around Facebook marketing. 

  1. Is there still room for the small business or passion project to gain the needed traction on Facebook to survive.
  2. Is there a better social media platform to share this story?  If so, which one(s)?
  3. Without funds, how do you best promote a Facebook page?
  4. What are the "low hanging fruit" tactical recommendations?
  5. What is the best crowd-funding site to raise funds for a cause like this?
  6. How do you best advise someone with 40 fans to grow their social media promotions from a sleeper to a mini movement?

Please reply in the comments if you have any advice or answers to the questions above. If you're looking for a new volunteer opportunity and are interested in helping my friend move this project forward contact me and I can connect you. 


How To Get Started Blogging

How To Get Started Blogging

How To Start Blogging: 

Step1: Start Writing

There are at least 99 steps to blogging best practices. However, time and time again we get asked the same question: "how do I get started blogging?" The answer is simple, but so how hard for some people to do: "Start writing!" Once you start writing, you can start improving your blog, your content, your voice, etc.  

"A journey of a thousand miles begins with a single step." - Quote by Chinese philosopher Laozi (c 604 bc - c 531 bc) in the Tao Te Ching, chapter 64.

Stop procrastinating and get started. What do you have to lose? Need help deciding where or how to post your blog? We can help.