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What’s the point in an advertising campaign if it doesn’t boost your return on investment (ROI)? After all, you put in $1, 000 towards a marketing campaign, but in the end you only get an extra $500 in revenue and no guarantees of return or loyal customers. That’s basically $500 wasted (and much more if you account for time and labor). Social media can be a great platform for advertising, but only if you can optimize your ROI.

First, keep in mind that “advertising” can take on many different meanings. Sometimes the more organic routes are much more effective than traditional approaches. Here are seven ways to use social media advertising and maximizing the odds of a high ROI.

1. Twitter + Images = Gold

People like images, even when there’s such a short character count that reading is a breeze. However, many companies have reported that using images on Twitter leads to a 150 percent increase in retweets. It’s easier to retweet and share images without having the leave Twitter, which basically cuts the middle man out of Twitter advertising.

2. Use Google Authorship

Google Authorship is there—use it. If you have a writer and advertiser who’s built a following, make sure any advertising campaigns are linked to their Google+ profile. While there’s little evidence that Authorship “works, ” it’s certainly worth a shot and requires minimal extra efforts.

3. Don’t offer what you can’t afford

“Advertising” on social media can sometimes take the form of extreme discounts and giveaways. In certain instances this can work, such as requiring consumers to buy a cheap product for the chance to win a bigger one. Do your homework, though, and make sure even the worst case scenario will be in your favor financially.

4. Meet “in person”

With Tweetup or another social media-induced video tool, take the time to go a little deeper with your strongest markets or partners. That face to face connection can work wonders, and you’ll stand out among the crowd. However, don’t get sucked into wasting your time. Reserve video sessions for the big dogs like investors or potentially huge clients.

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Popular Q&A

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Is it a good idea to create a blog to add along with my resume for advertising/social media careers?

What do I add to it? So far I added a picture of me, an inspirational quote, my description of my schooling and what I hope to achieve career wise in my what about me section. What else would be good to add? I need advise. I want to show future employers that I am a creative, and determined individual who works hard.

They all sound quite good ideas and I would try that.

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