Forrester: Paid social campaigns focus on content, branded apps

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Cambridge, Mass.—Companies with large social media marketing budgets prioritize funds to promote content on general social networks, according to a new study by Forrester Research. “The Key to Successful Social Advertising,” sponsored by social media company Kenshoo Social, found that large social advertisers—defined as those with annual social media budgets greater than $100,000—also allocate funds to develop branded applications and branded tabs on social sites; pay to promote trends on microblogs such as Twitter; and buy ads on general social networks. Social activities that receive fewer dollars from large-budget social marketers included creating branded groups and buying ads on business-focused networks. The study was based on an online survey conducted in February that drew 105 respondents.
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