The US State Department apparently spent $630 ,000 to generate increased likes on Facebook. The strategy resulted in the State Department's Facebook page being liked by two million people (up from 100,000 prior to the campaign's start in 2011). While they are being criticized for the ad spend, I don't think it's all that bad (at least for a government agency). You're looking at less than 50 cents to generate a like and ultimately up to two million people viewed your content. The value / hope behind the program, at least I would suspect, would be for those impressions to continue on long after the ad campaign ended. If they were attempting to form a 'base' upon which they could build into the future, then an initial spend of half-a-mil isn't unreasonable. What is strange however is that apparently their goal was to reach an 'older and influential' target audience. If that's their goal I don't know why they would choose Facebook to...
Welcome to my blog! I'm just getting it up and running so not much here other than the occasional post. I spend most of my time writing, but I hope to share some of my thoughts regarding my works as time goes on.