Comparing Advertising In Social Media

With the ever growing world of advertising in social media, knowing where to advertise and how to go about it are becoming very crucial factors for businesses. Various advertising options are available with each platform of social media, and choosing a social media platform is also an important decision to be made. As more and more businesses jump on board with social media and it increases in popularity, the cost increases and as a result the importance of getting it right increases too.

The information that these decisions will be made upon can be found below regarding each of the social media platforms.


Currently the most popular and the biggest platform available. Facebook provides companies with a large amount of information when deciding how to advertise on Facebook, and tips to increase they’re chances of success.

When advertising on Facebook the ability to target ads to specific users is fantastic, because Facebook holds the personal information to so many people it allows for advertisers to target their ads as specifically as possible.
As the largest social media platform available to advertisers, Facebook have developed a range of resources that can be used when marketing/advertising through Facebook, these include:

  • Facebook marketing page (dedicated to tips, tricks and other information for businesses about the marketing platform)
  • Offers (way for brands and small businesses to generate real revenue from Facebook)
  • Learning lab (dedicated to tips, tricks and other information for businesses about the advertising platform)
  • Case studies (a large number of case studies are available to advertisers for information and ideas)


Even though Twitter isn’t as large as Facebook, there are certain aspects to its structure that allow for  a valuable addition to a communications strategy of a business. Through the use of promoted tweets, accounts and hashtags, brands have the ability to spark conversation between users of the same interest and have them influence friends and followers.

This subtle yet effective form of advertising will allow companies to gain followers and popularity. The ability to target their advertisements to specific geographic areas, limit it to certain devices and restrict posts to certain ages is also a valuable one.

Twitter also provides a “Who to Follow” feature which promotes brand accounts to those users it is believed are the likeliest to follow the promoted account, this is based upon Twitter activity and interests.

witter’s accounts recommendation engine, ‘Who to Follow,’ will promote brand accounts to users they believe are most likely to follow said account, on the basis of their similar interests and Twitter activity.

Twitter analytics also provides a useful resources for tracking and monitoring your brands influence on Twitter. The analytics tool provided allows companies to monitor their promoted hashtags, accounts and tweets. The analytics feature on Twitter also has the ability to monitor trends and timeline activity as a result of various promotions.

Just like Facebook, Twitter provides a self service advertising format. This allows brands to only pay for the advertising when it successfully engages with users (i.e. retweet, follow, reply etc.). By structuring the advertising in such a way for brands it ensures costs are kept to a minimum for smaller businesses and that companies are content they’re getting what they paid for.


LinkedIn has a much lesser focus on ads than the majority of other social media platforms. The advertising it does offer is not overly differentiated from what else is on offer by other platforms. Even though its advertising options are very similar to what else is available, it does offer great B2B opportunities due to the sites focus on professionals.

Like Facebook and Twitter, LinkedIn gives advertisers the opportunity to target specific demographics. Combine this with the sites focus on professionals and the result is a prime B2B communication opportunity. LinkedIn also provides a payment scheme based upon impressions or clicks similar to Facebook and Twitter.


Four Square

Not a very well known social media platform, Four Square allows for multiple ways in which brands can advertise. This location based app, allows companies to provide deals and offers to a local audience. Promoted updates and local updates are the two ways in which brands can advertise on Foursquare. Promoted updates are those that are available to those who liked your venue or checked in multiple times. Local updates are provided to users that there are deals and offers available to within that area.




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