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Social Advertising Isn’t Really Advertising

January 16, 2013
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That’s why they should consider changing the name. Because the name “Social Advertising” throws off too many marketers and advertisers. They think it is advertising. But it really isn’t. First, social advertising should promote social content. Putting banner ads in people’s Twitter and Facebook streams isn’t the way to engage them on social channels. ... This is where it gets funky. Because regular advertising works best in long, sustained campaigns. Repetition over the length of a campaign hammers home brand awareness and increases message penetration. But this doesn’t work for social content...

 

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