Social Media Marketing Strategy

Sam Tomlinson’s Session

11:45 a.m.–12:30 p.m. Pacific — Thursday, February 23, 2023

The 2023 Paid Social Playbook

Every day, more than half of the planet’s population – over 4.5B people – logs onto one (or more) social media platforms to connect, learn, forget, dream, sell, share or just pass the time. For any marketer looking to connect with (just about) any audience, social represents one of the best avenues to do so. But with staggering audience growth comes advertiser saturation and regulatory scrutiny – both of which have made it progressively more difficult for brands (and creators) to stand out. Tack on a bevy of platform changes – from data restrictions to increasing automation to fewer control levers – and the result is an incredibly powerful and increasingly expensive lottery ticket.

This puts brands in a difficult position: most know paid social is something that can be a game-changer + should be integrated into their marketing plans – but few have the in-depth understanding to navigate the major paid social platforms and implement a strategy that works. This session is designed to provide attendees with a proven, actionable framework for designing, implementing + managing paid social campaigns on the largest platforms out there (Meta, TikTok, LinkedIn & Twitter) – along with the do’s and don’ts for managing each channel.