Facebook advertising (FOI)Facebook advertising (FOI)
Produced by the Freedom of Information officeAuthored by Government of Jersey and published on
19 August 2019.Prepared internally, no external costs.
Request
How much has the Government of Jersey spent on Facebook advertising in the years 2016, 2017, 2018 and 2019?
For these individual years, how much have the top three most expensive adverts cost, and what have the adverts been for?
Response
The Government has 12 active Facebook pages: Government of Jersey, States of Jersey Police, Fire and Rescue, Jersey Library, Jersey Youth Service, Fostering and Adoption, Skills Jersey, Highlands College, Children, Young People, Education and Skills, Eco Active, Recycling and Let’s Talk.
All spend data was directly sourced from Facebook. Data is held from 2017 for the Government of Jersey, Jersey Youth Service and Jersey Library accounts, as these are Facebook Business accounts. For all other pages only one year of data, from June 2018 to July 2019 is held.
| 2017 | 2018 | January - July 2019 |
| Government of Jersey* | £955 | £5,526 | £5,150 |
| Jersey Youth Service | £1,010 | £886 | £653 |
| Library* | £1,607 | £2,067 | £548 |
| Total | £3,572 | £8,479 | £6,351 |
*Facebook Business Account
| | June - December 2018 | January - July 2019 |
| States of Jersey Police | £181 | £334 |
| Fire and Rescue | £0 | £0 |
| Fostering and Adoption | £27 | £412 |
| Skills Jersey | £44 | £10 |
| Highlands | £476 | £172 |
| CYPES | £0 | £0 |
| Eco Active | £0 | £3 |
| Rethink Waste | £52 | £0 |
| Let’s Talk | £0 | £0 |
| Total | £780 | £931 |
Spend is higher for the Government of Jersey Facebook business account as it is being used to communicate a wide range of messages across all Government departments to a growing body of followers and is replacing smaller department accounts.
Spend on Facebook has also increased as the Government has moved some advertising to channels (such as Facebook) which are more cost effective and targeted at reaching Islanders which has reduced spend on other advertising and has a less effective or targeted reach.
The three highest-spend adverts by year are:
2017
| Government of Jersey page | Social Security review | £50 |
| Government of Jersey page | Pension Plus | £50 |
| Library page | Online borrowing services | £50 |
2018
| Government of Jersey page | Passport office moving to Customer and Local services | £300 |
| Government of Jersey page | Recruitment | £300 |
| Government of Jersey page | Proposed Common Strategic Policy | £240 |
January to July 2019
| Government of Jersey page | Tax review survey | £370 |
| Government of Jersey page | Gorey Coast road closure for resurfacing | £100 |
| Government of Jersey page | Foster carer awards | £100 |
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