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Social media, paid or not, is an Amplifier of what’s already working for your business.Social media advertising is less about advertising and more about paid Word of Mouth.Third-party authority mentions and reviews convert better because they generate implied endorsement.My social advertising relies upon my content marketing engine to generate and collect authority.Relevancy is the intersection of Content and Targeting, whether Google Quality Score or on Facebook.The chaining of messaging is called Sequencing, also known as Marketing Automation in the email space and People-Based Marketing by Facebook.
source https://www.free-ebooks.net/excerpt/Google-Ads-Optimization
