Planning Your Social Advertising Approach

As you plan your approach for a social advertising campaign, you need to understand how social media sites like Facebook and LinkedIn work, as well as how advertising works on each site. Each social media site has its own parameters and policies for posting ads. Before you design your campaign, you need to research each site where you plan to post an ad campaign and understand the parameters and policies for each site.

This chapter gives you a short overview of the parameters and policies of online advertising for Facebook and LinkedIn. However, be aware that social media sites change their advertising platforms from time to time. Some features I describe in this chapter (and in the next chapter) will probably be out-of-date by the time this book is published. I have little doubt that, as time goes by, Facebook, LinkedIn, and Twitter will introduce new features to their ad platforms.

When you plan an ad campaign on a social media site, you should research the site’s current parameters and policies for online ads. And if you regularly use social advertising for lead generation, you should keep yourself up-to-date as ad parameters and policies change over time on each social media site.