This presentation will help attendees understand the financial benefits of social marketing initiatives by focusing on how to: • Use social initiatives to learn more about your fans and customers, such as their gender, interests and location, to create more targeted messages and promos • Improve your social content using stories to increase engagement levels • Gain free traffic via the social sites • Use social media to improve Google natural results on key terms • Improve word-of-mouth by having influencers enjoy some freebies from your giveaways