Blending advertising into social media efforts is a little like baking -- by combining dissimilar ingredients in the proper way, something delicious can result, writes Marko Muellner. Successful advertising on social networks requires having solid creative elements, a sound plan for targeting ads around a product, event or audience segment, and a sense of narrative to tie everything together. "Storytelling formats that work really well in the social stream use brand and product stories as the foundation, adding details to carry consumers from one step to the next," he writes.

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