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16
December 2014

Before you pay for tweets, know how to use them

Social ads let hospitals reach target customers with impressive efficiency – and they’re cheaper than any other paid ad channel. You just have to know how to use them effectively. Here are some tips to get started:

 

  • Use free social media to beta-test paid ads. Your company is likely already tweeting and posting to Facebook and LinkedIn. Track which messages are working, and use the high performers for native social ads.
  • Take advantage of targeting features. LinkedIn lets you target regions, industries, and job titles. Twitter lets you drill down based on demographics. And Facebook lets you send sponsored posts to a long list of interest groups.
  • Rotate ads frequently. Engagement plummets if you hammer users with the same message. But you can reuse social ads by targeting them to multiple demographics.

Source :: Harvard Business Review summary of “Adapted from “When (and Why) to Pay for Tweets” by Ryan Holmes.

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