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“Free ‘organic’ tactics such as creating branded pages and content remains the most popular social media strategy by large marketers, yet according to a new study, paid advertising is the most successful…

However, branded pages alone do not make for an effective marketing strategy, and those opting for paid advertising were more likely to see desired outcomes, with those paying to promote their branded content most satisfied with the awareness they created, and those buying standard social ad units most happy with their ability to drive purchases.”

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