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Why earned and owned media won’t dethrone paid

Experts at the recent Business Insider’s Social Media ROI conference weighed in on digital advertising versus social media marketing. One tip from Simon Mansell, CEO of TBG Digital: "If you’re not sure, when starting a social media program, how much should be allocated to paid and owned, Mansell suggests taking 5 percent of the budget and saving it for testing and making adjustments." Original Story

source: Digiday

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