It's vital to integrate advertising into your social brand in a way that brings additional value to your audience, according to Federated Media founder John Battelle and Marketing Sherpa founder Anne Holland. Far from being a distraction, advertising is an opportunity to inject passion into your product and to share messages that matter to your community, they argue. "Advertisers are people, too," Battelle says. "Bring in marketers that the audience might actually get something from."
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