US State Department Spent $630,000 on Facebook “Likes”

US State Department Facebook Likes

Everybody wants more Facebook friends – including the US State Department.

According to the inspector general’s 57-page report, the US State Department spent $630,000 of taxpayer money to try to get more Facebook ‘likes’ on its sites. Employees complained that the money, which went to advertisements and improvements to increase the popularity of the agency’s facebook pages, could have been better spent.

“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,” the inspector general reported.

If they really wanted more “likes” why didn’t they just post a bunch of kittens? Kind of a no-brainer…Kitten Like

But to their credit, the campaign did work – between 2011 and March 2013, the US State Department’s Facebook page likes increased from 100,000 to more than 2 million. So money can buy you friends? Yes – but not so fast – the types of “fans” the State Department is looking for are older, more influential types (i.e. those without a Facebook account). So at the end of the day they just wound up with a bunch of unengaged kids. Only about 2 per cent of the department’s fans engaged with the pages by liking, sharing or commenting.

The US State Department has since learned its lesson and is now only spending $36,000 a year on increasing its Facebook “likes”. Like!

Via: International Business Times 

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