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Should you be willing to spend money on your social media marketing?

SmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week, we asked: Do you incorporate paid advertisements into your social media efforts?

  • No: 62.82%
  • Yes: 26.09%

There’s a long-standing view among digital marketing pros that social media marketing is the antithesis of paid advertising — that earned, owned and paid media don’t mix. And maybe there was a point where that was true. But the space is changing.

As Facebook, Twitter and other social networks look for ways to monetize their platforms, these networks are introducing new paid features for businesses — the ability to promote content, target users and better understand your audience.

The appeal of social media marketing for many pros may be its low cost, but the marketplace is changing. Everyone’s needs are different, but at this stage, it’s critical to keep an open mind. The day may soon come when spending a little money make may your “free” social media efforts even more effective.