Trends Report

Brief: Stake Your Social Advertising Advantage

Marketers Have More Power Than They Realize

October 5th, 2016
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
With contributors:
Brigitte Majewski , Samantha Merlivat , Richard Joyce , Sarah Sikowitz , Wei-ming Egelman , Laura Glazer

Summary

Social networks infamously change their algorithms and advertising rules on short notice, leaving social marketers scrambling to fall in line. What choice do marketers have when their social presence isn't an "owned" property, but a "rented" one where brands are at the mercy of their social network landlords? The full economic picture says otherwise: Social networks must demonstrate continued growth and value — all while being heavily reliant on advertisers' dollars. This quid pro quo means marketers aren't powerless; they just need to learn how to make the right demands.

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