Social media marketers shouldn't simply sign up for a few Facebook or Twitter accounts and call it quits, writes Jon Elvekrog. While direct social conversations with consumers are useful, marketers should maximize their brand presence by also using paid social media ad units. "To fully harness the power of social advertising, advertisers need to buy into the new model and think of social as something beyond an entry-level employee sending out 140-character press releases," Elvekrog writes.

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