Let people make their own advertisements for your product in their Facebook pictures.
Besides their own profile, people spend most of their time on their friends’ photos. Wouldn’t it make sense to advertise there?
Traditional social marketing means you go out and ‘get’ people on Facebook (or whatever network) to do something. You send them a message, you invite them to a group, etc. They outright accept, reject or ignore the message. It’s a classic stimulus/response model.
Social advertising is different. Can you name 1 reason why?
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