The meeting topic was library marketing, especially for programs. I mentioned that my library occasionally boosted Facebook posts to great success - and it seemed like no one else in the room had done this for their library.
Not that we're experts - above, "occasionally" means twice in the last three or so years. We've only done it for huge events (a major author coming to speak kind of events) where, with just about a week to go before the event, the number of tickets we'd given out was frightening low. We'd be scrambling trying to push awareness of the event however we could, and so we'd boost that post on Facebook too.
In general, our posts go out to an average of 400 people. That varies wildly, but that's probably a pretty good average. When we boosted the posts though, those would reach 5,000 people.
I think we allocated about $20 for the boosts, which we paid for on the library's credit card. Later, the Friends reimbursed us from the programming budget, since it was program advertising. We'd choose a new targeted audience by location, and just use Chelmsford's zip codes.
And our events were successful, so I'm inclined to say this was worth it. Tougher if your town only lets you pay for things by check, but still worth looking into because it isn't a whole lot of money and does seem to help us reach people on Facebook (although, I do hate having to play Facebook's game).
Does anyone else do this successfully, or regularly? Has it ever backfired on you? Please share your experiences in the comments. Thanks.