The social media toll road: the promise and peril of Facebook advertising
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In the world of Facebook, can money re-ally buy popularity? At the Montana State University (MSU) Library, armed with a small advertising budget, we aimed to find out. After two years of using the library’s Facebook page as a free avenue to reach users, we decided to explore different paid routes available within Facebook. Our goals for implementing a Facebook advertising campaign were primarily to increase user awareness of library services and resources, and secondarily to understand the mechanisms of Facebook advertising. Our experiences allowed us to get a glimpse of life on the Facebook toll road.
Young, Scott W.H., Angela M. Tate, Doralyn Rossmann and Mary Anne Hansen. “The social media toll road: the promise and peril of Facebook advertising,” College & Research Libraries News 75, no. 8 (2014): 427-434.