If you have a piece of content that has high organic reach, when you put paid [advertising] behind that piece of content the magic happens. As more and more people see it, more and more people engage with it—because it’s a better piece of content…. Paid is fundamentally only as good as the content you put behind it. And content is only as good as how many people actually see it. Content only goes anywhere if people care about it…. With social, it’s word of mouth on crack. You should only employ social advertising dollars when you’ve understood that a fire is starting around your message and
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