Better known as Storm, the electronic music festival in Shanghai that has been in existence for two years so far. They have brought in many big name artists in the Electronic Dance Music scene and have built up a lot more from the first year. As it is growing, it is trying to reach a much larger audience and establish itself as one of the premiere EDM festivals for people to yearn to go to. One of its biggest advertising agents is their facebook page with currently about 6000 fans. Facebook is a great way to reach out to fans and promote the festival itself. It aims to hit a large international population because of the ban on Facebook for Chinese citizens, so a large part of this marketing technique relies on its ability to step into the Facebook community. This in itself proves to be much easier said than done. Storm mirrors a lot of companies/organizations that try to break into the facebook scene in that they share many similar challenges.
When spending money on advertising, Storm has to sink money into their advertising in many different facets and facebook is one of them. But there is one particular problem that is proving difficult to justify spending for the advertising. When taking a look at the number of likes on the page and its consistent posts, the number of likes on posts doesn’t seem to have even a close relationship with each other. With around 6000 fans, most posts are barely pulling in more than 10 likes. That is a huge discrepancy in numbers. That doesn’t even get to talking about the raw data of the page. With such a huge discrepancy, one can assume that there are internal problems with the advertising via facebook. With so many fans and so little likes, it doesn’t make sense. It likely boils down to the reach of the page. How many people are actually seeing the posts. No matter what Storm’s facebook page does, it cannot control its fans and whether or not people will see their posts. Storm can only control what they post, but they cannot choose whether or not users will unfollow their page (a feature available allowing users to like the page but not see the posts of the page). People don’t have to see the posts which render the advertising moot. This is where Storm has to decide because there are certain tradeoffs with using Facebook. They can reach out to many more people and have more people see it, but that requires promoting the post so everyone who likes it can see it, but that requires payment to Facebook. Often times, many of Storm’s posts go unnoticed and it appears to just be a page with consistent promotion without much reach to any audience in particular.
While this problem may or may not exist forever, participatory media still changes/has the potential to change the way Storm goes about its business on Facebook. It can change because if the page responds as the official page to comments or posts by others, it can try to rely on word of mouth or suggestions by users to like the page, upping the potential of more people seeing their ads. The big way that participatory media changes Storm is the required consistent posts by the page to maintain relevance. That is due to the ability of users to unfollow a page, while still liking it. It changes the techniques that a company could try to employ, or might be forced to when needing to accomplish something.