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Facebook Era, The: Tapping Online Social Networks to Market, Sell, and Innovate, 2/e by Clara Shih

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12. How To: Advertise and Promote on the Social Web

As I introduced in Chapter 6, “Marketing in the Facebook Era,” marketers are now able to truly tailor the messages and experiences they provide for customers and prospects. Using the rich information on social network profiles, companies can make customer interactions more personalized and, thereby, improve relevance and conversions. Hypertargeting techniques can also tailor custom campaigns to make ads feel more relevant and personal to the people viewing them. Passive word-of-mouth broadcasts that occur across friend groups via Facebook News Feed further multiply the reach of these campaigns. This chapter walks through how to set up hypertargeted ad campaigns on Facebook and LinkedIn. It ...

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