Rethinking Paid Social Media

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Digiday, 11/24/10

Many advertisers have by now created some form of social content through Facebook or Twitter profile pages, social applications, or social community development. However, paid media on social sites is often overlooked as a tool to help advertisers generate exposure, reach customers, drive loyalty and, ultimately, conversions. eMarketer estimates that social networks will account for 6.7 percent of US online ad spending this year and will rise to 7.7 percent in 2011. Paid social media is a unique media channel, different from paid search and display with broad opportunities and benefits for advertisers.

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