USING SOCIAL MEDIA TO CONNECT WITH CUSTOMERS AND COMMUNITY
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© 2010 Taylor & Francis Group, LLC
ads that were very specically geo-targeted to customers in the areas of
the closures. A premium ad is the sole message delivered on a Facebook
user’s page, and although the ads come at high prices, they are much more
effective than the lists of ads that most Facebook pages feature.
For example, the Metro ad for the Wilshire ramp closures received a
click-through rate of over 0.32%, which is estimated to be more than six
times the 2012 average for Facebook. Ads for both the Wilshire ramps and
Carmageddon led users to relevant Facebook pages that offered more infor-
mation about the closures along with opportunities to comment or repost
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