According to a study, “The Key to Successful Social Advertising” undertaken by Forrester for Kenshoo Social in Q1 2013, the key findings are:
1. Though Organic Posting is the most popular tactic, paid advertising is the most successful tactic.
2. Social Advertisers are still not using advanced optimization tactics
3. Social Advertisers should pay for promoted content and buy ads to drive sales
The two types of tactics studied are:
• Organic social media marketing. This includes tactics that social sites don’t
charge for, such as branded pages, branded applications, and branded posts on social networks.
• Paid social media advertising. This includes paid tactics such as ads and promoted content on social networks, promoted content on microblogs, and ads on business-focused social networks.
