Social Media Advertising: An Important Part of The Whole

Regardless of which side of the fence you’re on when it comes to social media advertising and the debate over whether it works or not, the recent pullout of a portion of General Motors’ online advertising presence and the emergence of Facebook into the stock market make the whole question relevant and front and center again.

Of course the debate is raging on partially because there are two sides to it, and although there are people who point to studies like the one from The Knowledge Networks that states less than five percent of social media users say they go to those portals and use them to influence their buying decisions, at least one expert from WebProNews is sure that social media marketing will pick up speed as it matures and learns to quantify results.

Although there doesn’t seem to be an overall consensus, many people who either use social media marketing or study it feel that it gets its best results for now when used as a supplement with something else. A Facebook page pointing back to a website is one of the favored methods right now, although that same Facebook page standing by itself doesn’t guarantee good results.

Still, social media is most effective as a marketing tool when it’s used correctly and regardless of the fact the entire medium is cutting edge, it still needs to adhere to some simple rules of advertising.

First off, you can point that social media beam almost anywhere the Internet can reach so you need to be sure you’ve spent the time to understand your focus. In other words, you need to narrow down your audience to more than the people who use social media and tailor your approaches to researched audiences specifically. Target the users that are your market. Simple stuff really and just straightforward marketing, but it’s easy to get lost in the possibilities when you’ve got the whole globe as your oyster and throw the net too wide.

You need to make sure that your message is uniform and that all the facets of your campaigns are working together as well. The best way to get the exposure that you’re looking for online is with each tentacle of your overall marketing vision pointing back to that central point that is your website. Social media can be a valuable part of that equation but you need to be sure that you understand, at least for now, that it has a limited role.


Rob Starr is a content writer based in Toronto with a strong background in journalism and search engine optimised copy. The author of  three published books, he runs his own freelance Internet copywriting business.

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