Advertising and Promotion Buy Social Placements that Work and Avoid the Money Pits.

Advertising and Promotion Buy Social Placements that Work and Avoid the Money Pits.

organization e log into their favorite social network for fun, relaxation, connection, andperhaps to consume news or information. They aren’t there for ads, Social networks encourage because traditional advertising and selling are in trouble.

I have five guidelines to help you identify the highest-return social advertising options and optimize your performance as you go along:

• Start with a top-line budget
• Establish measurable goals
• Allocate money and time between core platform and test-and-learn campaigns
• Test constantly
• Rebalance efforts and budget based on return

Let’s look at each in more depth, as well as touch upon the idea of social media burnout, promotions and “earned” media, and a dark side of social media spending—fan or “like” buying.