I've steered clear of using Facebook's paid (display banner) ads and "sponsored stories." After experimenting with them through trial and error, I just didn't see the ROI behind my spend. However, I really liked Facebook's ability to closely target and focus upon a specific audience segment by geographic area, age, gender, interests, zip code, etc. This was extremely helpful in focusing my ad budget and ensuring I was reaching the right audience.
Within Facebook, I find significant value in encouraging my customers to talk about my family photography
and services, share their experiences and potentially refer others to my photography site
. Of course, baby photography
inherently lends itself to social sharing and high talk value, so I try to take advantage of that when getting exposure for my work.