Social media advertising, like organic social media marketing, has become ubiquitous for marketers because of the size and quality of audiences on the leading social networks. This section will examine how to think about your paid advertising campaigns across the various social media platforms you use. Through social advertising, you can target specific audiences and […]

YouTube has over a billion users— almost one-third of all people on the internet. And according to Alexa, it’s the second-largest search engine in the world after Google, which makes sense when you think about how people use YouTube—as a video search engine for a new movie trailer, a how-to video, or even a product […]

Because social media marketing, like many other aspects of marketing, requires content to fuel many of the conversations and interactions you want to have—you may need to get creative in how you resource your team and create that content. To maximize the value of your team, save money, and effectively create the content that you […]

Instagram is a photo- and video- sharing app that is becoming more and more valuable to marketers, especially with Facebook’s acquisition of the platform. With more than 500 million active monthly users, Instagram has a very active user base. Many consumer brands are already realizing tremendous success from Instagram, using it to showcase their products […]

Your content will be driven by the target personas you are trying to reach on your social channels and your objectives for each stage of the customer lifecycle. Based on your assessment in the earlier chapter on personas, you should have a solid understanding of what tone, style, and delivery strategies to use. Are you […]