Free ride’s over for social marketing

There has been a lot of bad press for the major social media platforms over the past 12 months. For Facebook: fallout from a disappointing IPO, privacy fears, a dwindling audience in the teen demographic and more intrusive advertising practices. Twitter is facing its own evolution as it perfects its advertising model, and a slowdown of its user growth over the past year has raised questions about its future. ​

For brands using the social networks the concern has been the sudden end of the free ride. Brands are now faced with the reality that in order to use social media and expect results, they will have to allocate budget to run ads…read more in the Australian Financial Review