Paid social media advertising: Industry update and best practices 2013

This Nielsen survey finds an increase in paid social media advertising in the US, but concern amongst marketers that metrics to measure ROI are not relevant or universal.
Paid social media advertising is being used in conjunction with other media as part of branding, meaning marketers would like to see comparable online and offline metrics. Nielsen's survey finds that 64% of advertisers are increasing their paid social media advertising budgets despite their concerns over effectiveness. The article suggests that appropriate metrics which allow paid social media advertising to be benchmarked and to establish ROI would enhance the appeal of this channel to marketers....

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