There are billions of people using social platforms such as Facebook, Instagram, Twitter, and LinkedIn, and these people all represent current and prospective customers that you can reach with your brand. There are a number of ways brands can interact with each of these platforms; essentially it comes down to using either organic social media or social media advertising.
The online advertising world is getting increasingly complicated with a growing variety of platforms to choose from. Google and Facebook are the giants in the field: Google accounts for a 78% share of the total US search ad market and Facebook ads generated over $9 billion in revenue for the company in Q2 2017. However, marketers should be looking at other platforms, too, as they often have value with more precise targeting and specialized demographics.
