Advertisements

Social network advertising, also social media targeting, is a group of terms that are used to describe forms of online advertising/digital marketing that focus on social networking services. One of the major benefits of this type of advertising is that advertisers can take advantage of the users’ demographic information and target their ads appropriately.

Ads are enthusiastically integrating social media into their advertising programs to drive digital engagement. For example, stating “digital engagement is key to us,” sports brand Adidas recently announced it will focus its marketing efforts exclusively on digital and social channels (McCarthy 2017). The effectiveness of such digital engagement programs is usually assessed with social media monitoring tools providing quantitative metrics, such as the number of likes, shares, comments, opens, views, followers, or clicks, as indicators of level of engagement or valence of engagement (positive or negative comments). Growth among these engagement metrics is often thought to stem from creative execution of ads.

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