Bringing together earned social media and paid media, when done correctly, can generate a perfect storm of credibility and reach - in many ways, the Holy Grail of the socialweb. Earned media is incredibly expensive to generate, and it's difficult to get it to a mass audience, regardless of how credible it is. Paid media reaches tons of eyeballs, but does it really win hearts and minds? SMG has worked with clients on a number of very successful programs to marry the two using social ad platforms like Twitter, Digg, Outbrain and others. Results include average click-through rates of over .8% and as high as 4.11% and re-ignition of conversations around important issues. While we can't completely open the kimono on this innovative new approach, I'll share high-level insights and intelligence about how some of the most socially innovative organizations in the world have cracked a new form of public dialogue - at scale.
