Executive Summary (This is a document excerpt)

The majority of marketing budgets go to advertising, and there is a significant opportunity to enhance it with social tools. But social media marketing typically generates longer-term relationships, which means that it is out of sync with the quick-hit nature of most advertising. To enhance an ad campaign with social elements, interactive marketers should know their audience's behavior, commit to the communities for the long term, plan for transitions or community exits, and develop new campaign metrics.

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