March 12, 2014
PRL 408: Social Media
What is advertising?
Advertising vs PR
Social media marketing
Handles vs posts
Chapter 18 in The New Rules of Marketing and
PR on Instagram and photo sharing apps
“5 Social MediaAdvertisingTrends toWatch
for in 2014” - http://bit.ly/MSelf9
Advertising is the paid, impersonal, one-
way marketing of persuasive
information from an identified sponsor
disseminated through channels of mass
communication to promote the adoption
of goods, services or ideas.
Growing organically can be slow
Tap new, targeted audiences
Inexpensive compared to mass media
Evaluation and Measurement
Read chapter 22 from the text
Read articles from #UticaCollegeSM and comment
SnapChat andTvTag presenters should be ready to
Review channels of our guest speakers…
Rick Short, Director of Marketing
Communications at Indium Corporation
Sarah Foster, Director of Group Sales at
Boies, J. (2013, November 21).The guide to social media advertising. ExactTarget. Retrieved on March 8,
2014 from http://www.exacttarget.com/blog/the-guide-to-social-media-advertising-infographic/
Curtis, A. (2013). What is advertising? University of North Carolina at Pembroke. Retrieved on March 8, 2014
Goodwin, D. (2011, April 21).Top Google result gets 36.4% of clicks. Search EngineWatch. Retrieved on
March 8, 2014 from http://searchenginewatch.com/article/2049695/Top-Google-Result-Gets-36.4-of-
Kim, L. (2012, July 17).The war on ‘free’ clicks: think nobody clicks on GoogleAds?Think again!
Wordstream. Retrieved on March 8, 2014 from http://www.wordstream.com/blog/ws/2012/07/17/google-
Lee, J. (2013, December 30). 5 social media advertising trends to watch for in 2014. Search EngineWatch.
Miller, M. (2012, October 10). 53% of organic search clicks go to first link. Search EngineWatch. Retrieved
on March 8, 2014 from http://searchenginewatch.com/article/2215868/53-of-Organic-Search-Clicks-Go-to-
Odden, L. (2010). Getting started social media advertising on Facebook,YouTube & LinkedIn.Top Ranked
Blog. Retrieved on March 8, 2014 from http://www.toprankblog.com/2010/12/social-media-advertising-
Parker, P. (2012, October 25). Google bringing in more than $100 million per day via AdWords. Search
Engine Land. Retrieved on March 8, 2014 from http://searchengineland.com/google-bringing-in-100-
Slagen, D. (2012, April 16).The pros & cons ofTwitter advertising for small business. Inbound Hub.
Retrieved on March 8, 2014 from http://blog.hubspot.com/blog/tabid/6307/bid/32354/The-Pros-Cons-of-
Smith, B. (2013, August 9). How to choose the most effective social media platform for your brand. Social
MediaToday. Retrieved on March 8, 2014 from http://socialmediatoday.com/brianna5mith/1648356/how-
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