In what can only be deemed a desperate effort to boost its Facebook following, the United States Department of State decided that it was worthwhile to spend over half a million dollars, of taxpayer money, between 2011 and 2013, on its Facebook strategy.
In an effort to get from approximately 100,000 followers to over 2 million, the US State Department spent a whopping $630,000 to increase its Facebook presence. The strategy was described by State Department employees as "Buying fans who may have once clicked on an ad or 'liked' a photo but have no real interest in the topic and have never engaged further."
It turns out that while the expenditure did acquire millions of fans for their four Facebook pages through advertisements and viral photos, the rate of engagement left a lot to be desired. Just 2 percent of people were actually commenting or engaging with the pages. In other words, people were not paying any attention to what the State Department was putting on their pages.
In an effort of transparency, or perhaps because Captain Obvious is working there now, the State Department did acknowledge that buying fans as part of their Facebook strategy was not a very worthwhile investment.