Page 333 - Social Media Marketing for Dummies

IN THIS CHAPTER
» Discovering display advertising:
social ads

» Seeing how native advertising can
work for you
» Making paid and earned media work
together

» Making SMM work with television

Chapter 22

Becoming an Authentic

and Engaged Advertiser

n earlier chapters, we briefly touch on social advertising and how it can play an
essential role in your marketing efforts. We also allude to paid and earned
Imedia in the context of the different marketing opportunities on social
platforms, as well as discuss native advertising.

In this chapter, we go into each of these topics in more detail. Knowing how they
can help you achieve your SMM objectives is critical as you become a more authen-
tic and engaged social media advertiser. But that’s not all; it’s also important to
leverage SMM efforts with offline marketing efforts, whether through television
or any other form of media. We discuss your offline efforts, too, in this chapter.

Social Advertising: An Online
Advertising Game Changer

Display advertising has stopped growing the way it used to, with fewer people
noticing, clicking, and interacting with those advertisements everywhere. This is
primarily because other forms of online advertising — including social media

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