SMM Chapter 8: Using Paid Social Media – Advertising on Social Media Platforms

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Learning Objectives

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.