Annotated+Bibliography

= Article Title: The How-To Guide For Facebook Advertising = Article Source: [] Article Author(s): Jason Falls and Anthony Piwarun Reviewed by: Gabriella Yangyi Guo

Abstract: This article presents you five easy steps on how to launch a Facebook Advertising campaign. First, you need to identify your goals. It may be to increase sales or to expand your viewership. As long as you can come up with some forms of measurable objectives, you are on a great start. Second, get ready to design and develop the ad. The ad image is extremely important. Viewers likely get the most information about your product from the imagery instead of the text. You are recommended to include a headshot of a person to attract more eyeballs. When it comes to the landing page, connecting your viewers to an external, campaign specific page might be the best practice. The next step is to target your audience. You might want to find out which specific demographic is mostly interested your product. Consider how factors such as age, sex and location can help your pinpoint your target segment. Forth, define cost structure. You can either choose to pay //cost per click// //(CPC)// or //cost per impression (CPI).// CPI might be most helpful if you simply want to expose your brand to a wider audience. On the other hand, CPC might be the best choice if you want specific returns on investment. Finally, you should launch the ad campaign, measure the results and tweak your design and repeat the process. It is crucial for you to learn what works and what not and to continuously improve on your campaign.

Tags: online advertising, facebook, campaign, cost per click, cost per impression

= Article Title: Is Social Advertising an Oxymoron? = Article Source: [] Article Author(s): Frank Rose Reviewed by: Gabriella Yangyi Guo

Abstract: The article posits that advertising rarely thrives on Social Networking Sites, such as Facebook and YouTube. Statistics revealed the click through rate on social networking sites is lower than any other sites in general. In 2008, Youtube’s revenue (200 million) barely makes up only 1 percent of Google’s overall income. McConnell argues that it is unethical to advertise on consumer-generated content. There are several reasons why social advertising isn’t popular. First one being users might repulse against the idea that their personal conversations are constantly monitored and monetized. Second, major advertisers do not want to have their brands associated with armature, consumer-generated content like many videos on YouTube. They prefer to advertise on major media sites (e.g. Hulu) that show professional content. Finally, viral marketing on social networking sites can be extremely popular, but only when the ads look nothing like an ad and are free to show. Viral videos on YouTube have taken a form that disguise the brand, some times completely omit it, while putting the emphasis on authenticity as well as creativity. The author points out that these ads are more entertaining and less threatening than the ones you see on Facebook. They do not target a specific demographic. They are there for everyone to stumble across. The simplest economic solution to social media, as suggested by the author, may be donation.

Tags: social media, social networking site, social advertising, YouTube, Facebook, viral marketing