Social buzz is worth paying for, marketers say

04/9/2012 | Advertising Age (tiered subscription model)

Brands can generate significant Facebook buzz using free tools and content created in-house -- but most still spend heavily on Facebook ads in a bid to maximize the return on their campaigns, Cotton Delo writes. The share of social budget dedicated to ads could increase as brands expand their social media spending, since content-creation costs will remain relatively static, Delo writes.

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