Brands that continuously test and optimise their social media campaigns can achieve incremental improvements, which is essential in the context of the ever changing social media landscape and with increased competition on each platform. This chapter outlines the different approaches marketers should consider when thinking about executing a paid social campaign. It covers:
- Always-on activities vs campaigns: Which of these approaches works best for what kinds of brands? Is a blended approach possible?
- Resourcing: What are the pros and cons of working with an agency vs owning the activity in-house?
- Budgeting: How can brands that have never used social media advertising determine the best way of using their budgets?