Social media can help to amplify your organic content or generate leads for your company via down-the-funnel advertising campaigns. Many social media marketers have experienced the impact of algorithms on their reach; despite tens of thousands of followers, organic posting can often appear to fall flat of expectation. Paid social advertising, or ‘sponsored’ content as it is identified in a user's feed, can help to bolster your reach and deliver your content to a broader audience. One advantage of social media for brands is that it provides a direct line to your audience; opening up the ability for customers to interact with brands in real-time. For brands, this can be both a positive and a negative. Brands who take advantage of the real-time feedback provided by social media, listen to their followers and react accordingly. Consumers can comment with praise or criticism of your brand, how quickly and appropriately you respond can impact your brand reputation. Brands that do not take advantage of this line of communication appear uncaring and cause consumers to become frustrated, losing brand loyalty.

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