SOCIAL MEDIA ADVERTISING
HOW SOCIAL MEDIA ADVERTISING SUPPORTS AN ORGANISATION'S DIGITAL MARKETING EFFORTS Why Social media advertising? Social media advertising is a form of digital advertising where businesses paid ads to target audiences using social media platforms. The organic search of social media platforms is in decline. Long gone are the days when companies published a post on Social media, for example Facebook and all the fans of the brand page saw it. The average reach of an organic post on a Facebook page is now around 5.20%. This means that about one in 20 fans see the page's non-sponsored content (Katie Sehl, 2021). If we think that the goal of any business is to keep its customers and to have new ones, it is "mandatory" to reach the right people (targeted customers), especially on social media when most people spend a lot of time, and then start making paid campaigns. We also consider the expenditure of time and economic resources that companies support for the content-...