Is Paid Advertising on Social Media Worth Your Time?

The social media landscape is constantly evolving. New networks rise to prominence (Snapchat), new technology increases user participation and real-time content (Periscope), and exhausting networks enhance their platform and product (Facebook, Twitter, Instagram). Organic reach is also shrinking as the leading networks ramp up their paid channels to monetize platform investment.

Social media is no longer just about conversation and content; it’s now an established channel for marketing and engaging existing fans to support future work. However, as a writer, is paid advertising on these channels worth your time and investment?

In this webinar, we will explore the differences between organic and paid social media marketing; the various types of paid social media on platforms such as Facebook, Twitter, and Instagram; the pros and cons of social advertising; how to spend a social media budget; and, most importantly, how to optimize your campaigns to ensure the most engagement for your investment. We will also investigate what you should do before jumping into paid advertising, what types of goals and key performance indicators you should set, and how to segment your audience for better ad targeting.

Justin Alvarez has over 10 years of experience in the publishing and marketing industries, with extensive experience in digital media strategies for a wide range of leading publications and global corporations, including The Paris Review, the London Review of Books, Lucky Peach, IBM, and Campari. His work has won numerous awards, including the National Magazine Award in General Excellence and the James Beard Foundation’s Publication of the Year.

Date & Time

Wed, Dec 6, 2017
1:00PM – 2:30PM EST




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