Abstract
This chapter focuses on two possible social media initiatives to execute a social media strategy, namely, online advertising and viral marketing campaign. The chapter does not intend to elaborate on the general marketing-related aspects of ads and campaigns, but clarifies the elements typical to an online context. Regarding online ads, the chapter particularly explains the different pricing models and the bidding process. Besides tips and trips for starting and monitoring online ads, the reader learns about legislation related to online privacy and cookies for enabling personalized or targeted ads. The problem with online advertising is, however, that an abundance of ads can lead to people who try to avoid ads or who become blind for ads. Hence, the chapter explains how viral campaigns can be a solution to ad avoidance or ad blindness by relying on mouth-to-mouth communication. Finally, tips and tricks are given for viral marketing campaigns.
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