You Get What You Pay For: Make Facebook Advertising Work for You

AIM11 Applications, Integration and Mobile

Location: Steamboat

TUESDAY, 3:00 - 3:45 p.m.

We've all spent countless hours and months -- for many of us, years -- growing our Facebook page likes and optimizing our content and calendars. Yet each year our organic reach shrinks, and our carefully crafted posts reach a smaller percentage of our fans. The reason for this is obvious: Facebook wants us to pay. The good news is, with even a small budget, you can make use of Facebook's robust, detailed, and, at times, creepy knowledge of their consumers, and spend your money and your energy reaching your target audiences. This session will focus on the backend of Facebook's native advertising tools, covering Facebook Power Editor, advanced keyword and geo-targeting, email match, remarketing, conversion tracking, Google Analytics integration, and more. We'll also touch on Instagram advertising, as it relates to Facebook, and touch on Twitter and LinkedIn as a bonus if time allows. Bring your laptops, your questions, and any of your own experiences with Facebook advertising to share–together we'll cut through the noise and get our content back in front of the people who care about it!


Magen Tracy
Associate Director, Digital Marketing and Social Media, Berklee College of Music

Magen Tracy is the Associate Director for Digital Marketing and Social Media at Berklee College of Music, where she oversees social media, online advertising, and interactive marketing for the college. Prior to her position at Berklee, Tracy worked in marketing and promotions for Live Nation New England. She holds a BA from Brown University, and an MA in Audio Production from Emerson College, and has been a panelist at SXSW, HighEdWeb, and other industry conferences on topics including social media oversight, audience-sourced content, brand alignment, and women in the music industry. Tracy is an active musician in the Boston area, and a volunteer for Girls Rock Campaign Boston.