ABSTRACT
Paid advertising and content promotion, such as through Facebook Boost, leverages algorithms to reach larger, highly targeted audiences. This may lead to conversation from views to product or service sales, event participation, or other desired outcomes. Native advertising looked like news, and sometimes deliberately confused readers. The Federal Trade Commission (FTC) responded with guidelines to require disclosure of financial interests, payments to social media influencers, and elimination of posts that promote illegal activities. Specific, Measurable, Attainable, Relevant, Time-bound (SMART) goals involves using strategic tactics. The traditional produce, price, place, and promotion (4 Ps) marketing mix evolved to include solutions, access, value, and education (SAVE). Branding, eWOM, and sophisticated market segmentation reflect an integrated marketing communication (IMC) approach to social media. Strategic planning that raises awareness and sparks engagement moves beyond mobile impressions and relates to search engine optimization (SEO). Customer relationship management (CRM) software can drive customer satisfaction, loyalty and retention.
