4/30/2015
You can be a manager too!

Today I put out my very first Facebook ad. It's for the night job. Suddenly I have to make good on my supposed marketing credentials. And yes, I apparently have them. I've been doing this for three years and I still say I just "apparently" have them, but anyway.

It's for an industry event, targeting professionals, and even if the depth of parameters you have in your hands when you're implementing a Facebook ad campaign - you do pay with your information, you know - can be intimidating, you eventually get the hang of it. As long as you make sure you only pay what you're willing to pay.

So. Target users from the Philippines. Target particular industries. Apparently the site can deduce what industry you're in from what you type on your profile. Target management. Target production. Target retail. Target transportation. Don't muck with the other things. Let's see where this goes.

Slowly, the post I decided to boost is getting a lot of views. And a lot of likes. Oh, great. It is working. But then I wanted to know who was liking the post.

They were mostly kids.

Okay. That's not a problem. I did not change the age range - 18 and up - because you don't know who you'll catch. But that's the thing. You don't know who you'll catch.

It wouldn't be a problem if all you're into are numbers. Sure, seeing that you're getting a spike is a dizzying high. When I blogged about that music festival the number of hits and comments went to levels I have never seen before, and have never seen since. But the better thing is knowing that the people reading you are those who are interested in what you have to say, especially when people start calling you a sheltered dweeb without a social life, but with a deep sense of jealousy.

I may be a blogger, but I was completely gobsmacked when I learned - only recently - that you can buy followers on Twitter and Instagram. Just five dollars for five hundred followers on the latter. When you have more followers, they argue, people believe you more. Sure. And yes, seeing that you have more followers than people you follow is also a dizzying high. But, you know, engagement. It's one thing to have a radio station in the background. It's another thing to actual pay attention to what they say.

Crap, marketing credentials, indeed.

I don't get a lot of readers on earthings! now. I'm pretty sure why that's the case, but eh. I'm not aiming to be big. If I get too big, I lose the blog's very selling point. And besides, I'd rather have readers who care about what I say, rather than people who pass by and then go. Sure, yes, I don't get a lot of comments either, but knowing that the artists you write about are reading you, and not just because you gave them press, is something. You find yourself gathering enough strength to talk to a musician who happened to serve you coffee. You realize you don't really have to introduce yourself much, because she remembers you. "I appreciate the insight," she says, and you realize you're hitting the spot. And then you get creeped out, because you got yourself in that position. The power.

So, yes, numbers are good, but the right numbers are better. Maybe that's me being old school, in this age of clickbait and flowery adjectives. Sure, if your model relies on impressions, you've made it. If your model relies on engagement, not so. You just don't know who you'll catch.

In my case, I mostly caught kids. My stats say they're mostly from the 18-25 age group. They saw my post more, and they liked my post more. Maybe it's because they're kids. They're more likely on Facebook, right? Yeah. And then you realize the industry parameters you set. So, curious, I clicked on one of those likers.

Job title: "Owner" at "Sa puso mo"

Click again.

Job title: "Manager" at "Sa puso ng mahal ko".

Click again.

Job title: "CEO" at "Sa puso ni James Reid".

Turns out, in Facebook, you don't have to go through all those college classes to become a manager. You just have to declare it. Like calling yourself an artist, or a wallflower, or a slave to wanderlust. Hipsters, non-hipsters, you are all the same.

And your responses...

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