Gartner Research

Six Considerations When Integrating Paid Media Into Social Marketing

Published: 22 December 2014

ID: G00264684

Analyst(s): Jennifer Polk , Julie Hopkins


A decline in organic reach on social sites, changing media habits and growing pressure to deliver business results have led to an increasing use of paid media in social marketing. Social marketers should use this research to inform paid media strategies and investments.

Table Of Contents
  • Key Challenges



  • Define the Role of Social Advertising in Your Social Strategy
  • Allocate Budget to Paid Media for Social Marketing
  • Evolve Your Social Marketing Team Structure and Skill Set
  • Establish Key Performance Indicators That Link Media Spending to Business Results
  • Evaluate Marketing Technology to Support Paid and Earned Media

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