recommended reading

State Department Spent $630K to Buy Facebook 'Likes'

Flickr user Marcin Wichary

A State Department bureau wanted so badly to boost its social-media presence that it dropped $630,000 over two years on advertising campaigns on Facebook, according to a May inspector general's report.

The campaigns "succeeded in increasing the fans of the English Facebook pages from about 100,000 to more than 2 million for each page," the report found. But State Department employees said the money was wasted on "buying fans." Here's the relevant section of the report:

The coordinator initiated two campaigns in 2011 and 2012, with the goal of building global outreach platforms for engagement with foreign audiences by increasing the number of fans on [the Bureau of International Information Programs's] four thematic Facebook properties, primarily through advertising as well as through some page improvements. The bureau spent about $630,000 on the two campaigns and succeeded in increasing the fans of the English Facebook pages from about 100,000 to more than 2 million for each page. Advertising also helped increase interest in the foreign language pages; by March 2013, they ranged from 68,000 to more than 450,000 fans.

Many in the bureau criticize the advertising campaigns as "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 advertising point to the difficulty of finding a page on Facebook with a general search and the need to use ads to increase visibility.

IIP's four global thematic English-language Facebook pages had garnered more than 2.5 million fans each by mid-March 2013; the number actually engaging with each page was considerably smaller, with just over 2 percent "liking," sharing, or commenting on any item within the previous week. 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.

(h/t The Washington Examiner's Michael Conger.)

(Image via Flickr user Marcin Wichary)

Threatwatch Alert

Thousands of cyber attacks occur each day

See the latest threats

JOIN THE DISCUSSION

Close [ x ] More from Nextgov
 
 

Thank you for subscribing to newsletters from Nextgov.com.
We think these reports might interest you:

  • Data-Centric Security vs. Database-Level Security

    Database-level encryption had its origins in the 1990s and early 2000s in response to very basic risks which largely revolved around the theft of servers, backup tapes and other physical-layer assets. As noted in Verizon’s 2014, Data Breach Investigations Report (DBIR)1, threats today are far more advanced and dangerous.

    Download
  • Featured Content from RSA Conference: Dissed by NIST

    Learn more about the latest draft of the U.S. National Institute of Standards and Technology guidance document on authentication and lifecycle management.

    Download
  • PIV- I And Multifactor Authentication: The Best Defense for Federal Government Contractors

    This white paper explores NIST SP 800-171 and why compliance is critical to federal government contractors, especially those that work with the Department of Defense, as well as how leveraging PIV-I credentialing with multifactor authentication can be used as a defense against cyberattacks

    Download
  • Toward A More Innovative Government

    This research study aims to understand how state and local leaders regard their agency’s innovation efforts and what they are doing to overcome the challenges they face in successfully implementing these efforts.

    Download
  • From Volume to Value: UK’s NHS Digital Provides U.S. Healthcare Agencies A Roadmap For Value-Based Payment Models

    The U.S. healthcare industry is rapidly moving away from traditional fee-for-service models and towards value-based purchasing that reimburses physicians for quality of care in place of frequency of care.

    Download
  • GBC Flash Poll: Is Your Agency Safe?

    Federal leaders weigh in on the state of information security

    Download

When you download a report, your information may be shared with the underwriters of that document.