For Brands, Social Media is No Longer Free – but It's Worth the Investment

Most businesses consider social media free. But if they want future success, their line of thinking is going to have to change.

"Businesses can no longer expect to see significant gains from organic efforts and paid advertising must become more than a secondary marketing initiative," writes digital marketing expert Jeff Quipp for the Financial Post. He believes that moving forward companies must create paid strategies, reallocate marketing budgets, and take a second look at social media goals and the tactics being used to achieve them.

One thing remains the same, according to Quipp, however: content must be relevant and quality. Paid for or not, i's still king, after all.

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