The marketing team at Goldenvoice/AEG Live recently executed a quite successful social media campaign for the FYF Festival in Los Angeles. There’s much more to it than simply having a Facebook page and driving up the “likes.” Their secret? Facebook's Custom Audiences. The August event featured artists Phoenix and The Strokes. By strategically targeting fans of FYF and fans of the artists, they were able to see a return in engagement that didn’t just scale in Facebook analytics, but in revenue. The team reported spending 2% of their budget on their Facebook ad campaign, but that that 2% returned 15%...

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