It’s getting tougher to sustain success with earned and owned social media channels, so many marketers are turning to paid interactions to help drive their campaigns and interact with users. 
Adding paid promos into the mix with the social communities that your company has already created is the future of social media marketing, according to Adaptly president Sean O’Neal.
His recent column for AdWeek digs deeper into why paid promos need to work in concert with existing social media marketing efforts for success in the future.
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