A Guide to the Facebook Message Booster
Table of Contents
- Introduction
- Features
- Activation and setup
- Activation
- Interface and features
- A) Page Selector
- B) Page Metrics
- C) Audiences / Rules / Display Options
- D) Create Post / Tweet
- E) Post / Tweet List
- F) Boost Button
Introduction
The Facebook Message Booster is a dedicated social media management tool aimed at streamlining Community Management (CM) processes and paid Media content promotion.
Features
The Message Booster provides the following key features:
- Fast and simple interface
- Community engagement data & insights
- Management of several pages / accounts on a single interface
- Budget capping and other security safeguards*
- Audience management with pre-programming
- Automated content promotion (“auto-boost”) rules*
Message Booster has been specifically tailored to answer the following needs:
- Externalizing CM tasks (advertisers and/or agencies)
- Managing several access levels (CM, User, Admin)
- Adding a layer of security to media budgets managed externally
- Media buying for non-experts and small budgets in general (SMB)
- Automating content promotion based on engagement stats
- Improving average engagement performance
* Note: these features are available for Facebook and will be coming soon for Twitter.
Activation and setup
Advertiser / Media Plan creation
Message Booster can be activated for any Facebook or Twitter account linked with the SocialMoov platform (see: linking an account with the platform).
Once your account is linked with the platform, you will first need to create an Advertiser (see: creating an Advertiser). We advise to give it a customer- or brand-specific name.
You will then need to create a dedicated Media Plan (see: creating a Media Plan) that will harbor all your Message Booster campaigns.
- You will be able to activate budget capping while creating your Media Plan (see next section:Capping & Restrictions).
Note: it is important that you choose the right objective for your Media Plan. Post Engagement will be the right objective for most classic CM campaigns with a branding objective.
Capping, Restrictions & Default Bid
- Budget capping can be set at the bottom of the Media Plan creation form, in the Advanced Configuration > Message Booster section:
Click on the Message Booster tab to unfold it and activate capping, choosing between the 3 options: per message, per month, and global.
Note: budget capping is only applied to users defined as ‘Community manager’ in the UI (see: user access creation). The chosen capping is applied on each page or handle separately.
- Capping per message will ensure anyone promoting a post or tweet with a Community Manager access won’t be able to
allocate more than the selected value per sponsored post. Note: In addition to this capping , you will be able to set specific cap per rule you set in the Message Booster Manage Rules Section. - Capping per month will parse all potential spending (posts with allocated budget that haven’t reached their end date yet) and actual spending (budget spent so far) over the current calendar month to determine whether a new post promotion is permitted.
- Example: if the monthly capping is 1000€, if there is 500€ actual spent so far + 400€ allocated to posts currently running, it won’t be possible to allocate more than 100€ to a new sponsored post.
- Global capping follows the same principle as above, but the spent value will be parsed at the advertising account level (lifetime spent on a given account).
- Restrictions are activated through the User Access creation form (see: User Access Creation).
- Default Value of the Bid will allow you to set your bid value for your Message Booster campaigns.
- Note: If a Default Value of the Bid is not defined in the Media Plan parameters, the default value will be 10 in your account currency.
- Note: All Message Booster campaigns will use oCMP biding while optimizing your ads toward your the following options( based on your objective) : Clicks, Reach, Comments, Post Likes, Video Plays, Photo View, Links Clicks, All Actions.
While logged in as an Admin (see: Roles), access the Config > Users menu at the top.
As you select Community Manager in the list of roles (drop-down menu), you will see the restrictions at the bottom.
- “Hide Audience Creator”: activate if Audiences are to be pre-created by Admins only (agency role, externalized Community Manager).
- “Hide Rules Management”: activate if using automated rules isn’t planned / is deemed the responsibility of Admins only (recommended) / to get rid of a layer of complexity by disabling that option in the interface.
- “Hide Bid Gestion”: activate if bid management should be done by Admins only or if precise bidding optimization on specific metrics is unnecessary.
Note: only people using Message Booster with a “Community Manager” role will get the restrictions. Admins will still be able to access all disabled features.
Activation
Once an Advertiser / Media Plan have been created, budget capping is in place, roles are defined and restrictions enabled, Message Booster can be activated at the Media Plan level.
On the left-hand panel: click on “Message Booster” then “Activate”.
Interface and features
- A) Page Selector
- B) Page Metrics
- C) Audience / Rules / Display options
- D) Create Post / Tweet
- E) Post / Tweet List
- F) Boost Button
A) Page Selector
The page selector drop-down menu will let you choose between any pages linked with the advertiser account used during for the Media Plan creation.
It lets you work on several Facebook Pages or Twitter accounts from the same interface.
B) Page Metrics
This section gives you key insights on the selected page / account:
- Line graph with timeline of reach and spent
- Total media spent on the advertising account
- Number of fans / followers
- Average engagement rate on posts / tweets
C) Audiences / Rules / Display Options
This section lets you create and manage rules, audiences, as well as display options.
- The Audience Manager is the only clickable button once a Message Booster access has been activated (since boosting content requires at least one existing targeting audience). It will let you create targeting audiences that can then be used to promote content. See: Audience Manager section
- The Manage Rules menu will let you create auto-boost rules that can then be applied to an entire page or account. As many rules as needed can be applied at the same time (provided they don’t conflict with one another). See: Manage Rules section
- The Display Options essentially lets you hide or display posts / tweets in the main feed, based on specific criteria:
=> Hide unpublished posts to only display published content (ticked by default, meaning you need to un-tick this option to display Dark Posts or Tweets).
=> Show only boosted posts trims down the post / tweet feed to promoted content only (useful to have a quick look at campaigns currently running).
=> Show only posts +50 likes (Facebook-only) lets you view posts with over 50 likes only, ensuring you only see content with significant organic engagement.
D) Create Post / Tweet
Lets you create content straight from the Message Booster interface.
On Facebook, the following post types can be created (published or unpublished):
- Link Page Posts (traffic / direct response)
- Image Posts (branding)
- Video Posts (branding)
- Offers Posts (engagement)
- Multi-Product Posts (traffic / direct response)
On Twitter, you can create Promoted Tweets (with image or not), in regular published mode or unpublished (Dark Tweet).
E) Post / Tweet List
Feed containing all the posts / tweets that can be found on a given page, with the most recent item listed first.
It will only display the most recent items by default, but you can load more posts / tweets (batches of 20) by clicking on the “Load next 20 messages” button at the bottom of the feed.
Each item on the list will display key info and metrics by default:
- Date & hour
- Content preview (ad copy + image)
- Impressions
- Facebook: number of clicks, comments, likes, shares
- Twitter: number of favorites, retweets, followers, clicks
Clicking on “Details” will unfold a tab with additional information (Facebook only) such as:
- Reach (organic and paid)
- Engaged users + engagement rate
- Negative feedback
- Budget spent + remaining budget (if a campaign is active)
- Ability to delete a post (trash bin icon)
Note that for both Facebook and Twitter, there is an “Export” icon (arrow icon) that will allow you to export all post / tweet data into an Excel CSV file.
F) Boost Button
The Boost Button lets you promote your content at will. Simply select which post or tweet should be sponsored and hit “Boost”.
On the main interface, you will be able to define key criteria such as a budget, selecting one or several audience(s) and pick a bid optimization metric.
Both Facebook and Twitter will also let you choose a diffusion mode: Standard or Accelerated.
On top of these standard criteria, the system lets you pick a campaign type among 3 options, fitting various objectives:
1) Always-on campaign
This is the most standard campaign type. You campaign will run between the defined start date and hour (immediate or in the future) and the end date.
The Facebook / Twitter algorithms will try to spend the budget you defined within the chosen timeframe, provided it’s long enough (at least 45 minutes) and your Audience has enough Reach (we advise it to be over 100K at least).
2) Scheduled campaign
Define triggers by hour/day on a timeline, in order to fit a specific media planning for instance. Your content will be played/paused as many times as needed to match the selected diffusion periods.
- X-axis = 24 hours of a given day (one block = one hour). Note: you can drag your mouse over several blocks to select a longer period at once.
- Y-axis = Days (only dates for the current month + next month are proposed)
3) TV sync campaign
TV sync campaigns are based on the SocialMoov-exclusive MediAmplify technology.
On a given market, our system is able to parse a selection of TV channels* and automatically provide a list of all TV spots currently being displayed on those channels in the given country.
*Only available in France at the moment, only for Facebook campaigns. Additional channels and Twitter support are coming soon
In order to plan a TV sync campaign, follow the steps below:
- Search for as many TV spots as you need by typing the relevant keywords in the search bar.
- Pick as many spots as needed by clicking on the pink “Plus” icon located on each spot. Note: each spot can be previewed, and a message lets you know how many times it aired over the past 7 days.
- Define your start and end dates (Optional for TV sync campaigns – it won’t influence your diffusion and we advise not to define it at this stage).
- Select your campaign play time. Note: on Facebook, it is essential you define a play time that islonger than 45 minutes in order to get enough time for diffusion.
- Select channels to focus on specific channels only if needed.
The final step is to define a budget per trigger.
Important: budgets per trigger must be calculated in relation to your overall budget defined early on at the top of the “Boost” pop-in.
The number of triggers you will generate will be calculated on the difference between your budget per trigger and your overall budget.
For instance, if you have an overall budget of 2000€ and define a 200€ budget per trigger, you will generate 2000/200 = 10 triggers.
It is very important that you keep in mind the fact that you won’t be able to define an overall diffusion period for all your triggers, to make sure you cover a whole week for instance.
Instead, the diffusion period will be determined by the number of times the TV spots you selected are aired vs the number of triggers your budget allows to generate.
(It means that if the TV spot you selected is displayed 7 times day and you have defined 14 triggers, your post will be promoted for 2 days).
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