Modern social media have been around for about a decade and the chat groups, forums, and newsgroups that prefigured them were present online even before the World Wide Web emerged just over 20 years ago. However, turning these platforms into competitive advertising media has been, at best, a “hit or miss” proposition. This has left advertisers, ad agencies, and even social media companies wrestling with some tough questions: How does an advertiser make money with social media? How can the ROI be effectively measured? Are certain social media marketing models inherently more useful to advertisers than others? Are certain industries and products simply better-suited to social media? Perhaps most challenging, will today’s advertiser-driven model of social media survive? We’ll provide objective answers for your consideration.
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