Merging paid media and social media takes a deft hand

07/29/2011 | Forrester.com

The spread of promoted in-timeline tweets on Twitter.com poses important questions for marketers, Sean Corcoran writes. Paid contacts can help to spark conversations or build an initial base of followers, but they also risk alienating users. "The bottom line: it's ok to use paid media in your social marketing efforts but it's best to start by dipping your toe," Corcoran writes.

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