SMM Chapter 8: Using Paid Social Media – Advertising on Social Media Platforms
After reading this chapter, students should be able to
- Explain how social media advertising differs from other forms of digital advertising.
- Describe potential benefits of advertising on social media platforms.
- Explain how marketers can increase the effectiveness of social media advertising by integrating it with other communication channels.
- Understand potential disadvantages of relying on social ads versus other available channels for digital advertising.
- Describe the main decisions that should be made when planning to advertise on social media platforms.