BrandBastion Blog

Social media engagement insights, news, and tips.

What Happened to Your Paid Posts While No One Was Looking?

  • by: BrandBastion
  • On: 19, Jan 2017
4 min read

Facebok Ads-1.jpg


Over the holiday season, many social media and community managers have the privilege of taking time off from their normal routine of posting, moderating and responding to comments on social media channels. However, when companies don’t have the appropriate solution in place, both organic posts and paid posts often go unattended, resulting in a decrease in brand sentiment and loss of revenue.

We know that users are increasingly heading to Facebook for answers. With 80% of social media users accessing the platform from a mobile device, access to customer service teams is only a click away.

Here we’ve selected two Facebook posts to use as examples for what happens when sponsored posts are neglected. (*Please note BrandBastion is not affiliated with either brand seen here.)


Screen Shot 2017-01-17 at 11.01.29 AM.png


American and Canadian off-price department store Marshall’s sponsored this Facebook paid post recently. When we looked at the comments, we found many unattended customer inquiries, such as:


Screen Shot 2017-01-17 at 11.02.07 AM.png


Because the brand did not respond to these customer inquiries, many customers chose to look elsewhere for the boots, ultimately resulting in a loss of sales for the retailer and an increase in sales for their competitors.


Screen Shot 2017-01-17 at 11.02.14 AM-1.png


Marshalls sponsored this post with the intent of driving people to visit a Marshalls store, though effectively they ended up paying for an ad promoting sales at competitor stores, Academy Sports and Costco.




American department store retailing chain Kohl’s experienced similar activity on their posts during a holiday clearance event. This type of feedback demonstrates why companies need to implement social customer service in their social media strategy.

The entire purpose of the Facebook ad is being able to “extend your Page posts beyond your Page” and “inspire people to take action.” But if the actions people are inspired to take include shopping with a competitor or publically declaring distaste for a brand, the Facebook ad has most definitely not served it’s purpose, but rather has worked against the Page.

Brands should work to avoid this type of activity being promoted on Facebook ads through the following proactive steps:

  1. Actively monitor ads and provide customer support in a timely manner
  2. Hide or delete any spam received
  3. Serve customers via the channels and methods they prefer (ex: Facebook or Instagram vs. email or phone call)

By following these steps you’ll turn your ad investment into a revenue-generating center as opposed to a billboard for brand-bashing.

Learn more about how BrandBastion can help you proactively monitor your promoted Facebook ads while no one else is looking.


Related Posts

48 min read

Facebook Sentiment Analysis: Use Cases & How to Do It For Free

Looking to understand if Facebook comments about your brand are positive, negative, or neutral? With sentiment analysis,...

Read full article
22 min read

How to Get Social Proof on Facebook Ads

Social proof can make all the difference. Consumers are more likely to engage with a product if they see that others hav...

Read full article
226 min read

4 Top Social Media Monitoring Tools and How to Choose the Right One

Social media monitoring tools come in close to endless variations, which opens up the possibility of finding one that pe...

Read full article

Let's Talk 

BrandBastion monitors, moderates, and responds to your brand's comments on social. We take action on your brand's behalf around the clock 24/7.
Book a Meeting