Paid social media campaigns are an important component of a successful social media strategy.
But social media paid advertising has become far more complicated than it was even just a couple of years ago. Over time, social networks like Facebook, Twitter and LinkedIn realized they needed to generate ad revenue to become profitable. In just a few short years, they rapidly improved and expanded the capabilities of their paid advertising platforms. These ad platforms are now filled with numerous platform-specific options, features and jargon.
Some social networks offer specific types of paid ads. For example, Twitter offers “Promoted Tweets”, Facebook offers “Boosted Posts” and Pinterest has “Promoted Pins”. Other platforms also allow content and advertising syndication, such as Reddit, Taboola and Outbrain. All advertising on these platforms undergo review and approval processes, and each has best practices and rules of the road.
At the same time, these open communities have seen a massive proliferation in trolls, hackers, bots and fake accounts and profiles. Regulatory agencies are starting to require social networks to overhaul how they handle and monitor advertising, fake accounts and false information. In an effort to combat these issues, social networks are beginning to clamp down on the type of content that’s shown in people’s feeds. This means stricter rules, limitations and reviews of ad content.
And then there are the regulators themselves – industry regulators, state, federal and others. These regulators are catching up with social networks. They are now enacting new advertising rules and regulations at a more rapid pace than we saw in the early “wild-west” days of social media.
The result is a messy, complicated social media advertising landscape. Companies must be vigilant in curating their social media accounts and brand reputation. On social media, hackers and malicious actors have the potential to sideline and damage companies in a very short time span.
Even with all the challenges, there are still significant opportunities in social media. Many companies are already reaping the benefits of the scale and power of social networks. A clear digital and social media marketing strategy is essential for a regulated business to be successful.
It can be daunting if you’re trying to decide how to get the most “bang for the buck” with social media advertising. Many companies aren’t sure if they have the right approach. We create smart, targeted social media campaigns using both paid advertising and organic content on social networks. We provide comprehensive social media paid advertising management services, including Facebook Advertising, Twitter Sponsored and Promoted Ads, Instagram Ads, Snap Ads, LinkedIn Solutions and more.
We help you navigate the complexity of social media advertising. Our goal is to make sure your ad spend is effective, your risks are managed and you see results.
Trust has always been the primary currency in influencing opinion. In the era of 24/7 information access, digital influence has become a key element of how decisions are filtered and made by your customers.
So what is digital influence?
It’s the impact of digital networks and relationships that earn likes, shares, comments and conversations about your products and your business. That influence has real value and can make or break the hard-earned reputation of any business, large or small.
Today, companies that are truly digitally savvy are using social influencers to grow their audience, build trusted relationships and gain a competitive edge by establishing strong relationships with influencers who are aligned with their own company values.
Remaining credible in a sea of digital noise has become an imperative. Consumers are 84% more likely to trust personal recommendations and a solid influencer strategy can help your business tell your story. Effective influencer marketing means telling that story through the voices of the people that matter the most to your customers – the people they care about, the people they listen to, and the people they trust.