Social Advertising
Social media exists in the context of communities that are built of people who develop and nurture relationships by creating, co-creating, sharing, commenting, and engaging in content (Tuten, 2008). Advertising on such social platform is what accounts to social advertisement.
Most of these communities are made up by our sponsors, believers, assistants, coaches, cheerleaders, and friends. Advertising has always been a means of mass communication with a great persuasive force. Thus with the current up rise in social networking in the current world, many advertisers are now turning their heads towards social media and networking. There are various social benefits from advertising that are explained as follows (Kaptan,
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Twitter has avoided the social advertising for a long time but it all changed in 2010 with twitter launching Promoted Tweets, Promoted Trends, and Promoted Accounts (Melton, 2014). This was again updated in 2013 to better target advertisements to communities. But Twitter’s tactics have resulted poorly mostly because they are less conspicuous and use a very small field length on their home page.
YouTube is another major platform where advertisements are designed to suit the target communities, especially with the style and language. These heavily reflect the audience’s style and taste. The advertisements in YouTube are also synchronized with the content of the video to present the most relevant commercials (Kinsey, Jason, 2011). This allows the publishers to make profits through YouTube Partner Program.
References
Black, L. M. (2013, June 11). 3 Ways Paid Social Ads Can Make Your Content Explode | OPEN Forum [American Express]. Retrieved from https://www.americanexpress.com/us/small-business/openforum/articles/3-ways-paid-social-ads-can-make-your-content-explode/
Kaptan, S. S. (2003). Social dimensions of advertising. New Delhi: Sarup & Sons.
Kincy, Jason (2011). "Advertising and social media". ABA Bank Marketing 43 (7): 40.
Melton, S. (2014, January 14). Why 2014 is the Year of Social Media Advertising -
The use of social media marketing has become a standard way in which organizations advertise their products or services. Social media marketing allows consumers to have immediate access to other consumers reviews or to post a review about a product or service. There is engagement between the company and the consumer (Evans, Dave 2010). Social Media emerged in the late 1980’s when websites such as Prodigy, Compuserve and America Online. Prodigy was first of it’s kind and was known as a ”consumer online service”. Half of the page is devoted to advertising. Facebook, Twitter, Myspace, Hi5, Bebo and Orkut are all social media platforms that are utilized as platforms today.
Since the mid to late 1900’s, the advertising industry has taken off and found new ways to persuade consumers to purchase products. As is the case with most things nowadays, social media has been a monumental part in the above mentioned forward progression the advertising industry has faced. Therefore, given the modern day advances of technology, social media and advertisers have found it increasingly more easy to join forces along the journey of fusing consumers into one massive cache. However, regardless of new advances, analysts have made an abundance of shocking discoveries that besmirch advertisers and their work in recent decades. As Jack Solomon wrote in his article, “Masters of Desire: The Culture of American Advertising”, “if
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Armstrong, M. (2011, December 6). How To Use Social Media for Marketing | YP - Advertising
There are a huge number of advertisements in the present web-based social networking driven society. Every ad is coordinated to an alternate gathering of individuals with a different kind of message. Most advertisement gives more meaning than the way people see it, which is one of the main reasons of this paper and also to examine the distinctive parts of it from beginning to the end.
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Paid social media efforts often seem confusing and misunderstood. Isn\'t the point of social media to share news, information, and products for your brand through a free outlet where customers and potential customers can see what you\'re up to? Now that Facebook and other networks have changed the algorithm that determines what you see on your news feed organically, it\'s vital to consider putting money behind your social media campaigns in order to really optimize the visibility of your initiative. Check out our latest infographic to understand the effectiveness and importance of the 6 major paid social advertising platforms. In our visual explanation of the value of social advertising, we touch upon the effectiveness and capabilities of Facebook,
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