When Social Ads Backfire

The goal of social advertising is to amplify positive word-of-mouth. Ads show that your friend mentioned a company, checked in to a business, or that thousands have +1'd an ad, and you're more likely to believe the brand's message and become a customer. But when brands pay to distribute user-generated content, there's a chance for an epic fail of promoting negative word-of-mouth. Unlike fire-and-forget traditional ads, social ads must be monitored.

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