Are you a Facebook user and living in New Jersey? Than no doubt you've see the super cheap NJEA support teacher and/or anti-Christie Facebook ads. You know you've seen them - cute looking woman, NJ map, or now the very misleading millionaires tax ad with a boat. No doubt the marketing geniuses at the NJEA are paying CPMs that are less than 50 cents, but then again everyone pays these rock bottom ad rates (unless you are on the user's Facebook homepage). What is kind of disturbing is how they've taken a good marketing idea (Facebook) but outsourced it to people that aren't really paying attention to the community. Here's a screen shot of the Facebook page and why they don't really get Facebook.
- They've let the fans take over their comments without really trying to steer the conversation or answer them back with their propaganda.
- There seems to be more negative comments and posts which gives the perception that the page has outlived its usefulness
- Even when someone hammers them about merit pay for teachers there are a pathetic 4 comments posted in response.
- The posts are getting really negative against the NJEA. Here's the best example " The corrupt education machine that has plagued New Jersey should stop pimping out our children and tell the truth. IT IS ABOUT YOU!!!! I am tired of this and other left wing liberal groups doing nothing more than lining thier own pockets. Teachers - grow a backbone and stand on your own feet, stop hiding behind our...."
- The ads are taking the tone of the discussion into the gutter and even go so far as to mislead people regarding a millionaires tax in NJ. Governor Christie on the other side is taking his argument to the schools where he stands there and takes questions.
- The actual website visits don't even register in your typical tools so you'd have to assume their petition drive is not even worth bragging about
- No paid search ads or content targeting which means they are relying on the CPM targeting in Facebook (sad)
- The actual site is well designed and my guess is it probably cost the NJEA about $25K which seems like a decent price but the media is useless in its support so they have a well built site which hardly anyone notices.
If I was a NJ Teacher, I'd be screaming mad at this subpar marketing effort. The Facebook page has been taken over by Tea Party like activists who don't want to put up with marketing fluff and misleading information. The website has low traffic and they aren't really trying to engage NJ voters where the real action occurs which is in Google and NJ sites outside of Facebook; heck, not even within their own Facebook page. With the school budget votes approaching, this isn't helpful and NJEA ought to grow up.