245:, was founded on July 15, 2006. Advertising on Twitter is based solely on the interactions an individual makes on the app. Advertisements shown on an individual's Twitter feed are based on the information provided in that individual's profile. Ads that are shown on Twitter are classified under three categories: promoted tweets, promoted accounts, and promoted trends. Certain advertisements that are placed on an individual's feed can be based on what is popular around the world, or local to that individual's location if their device's
390:. Some networks already involve buy buttons or are direct marketers for various products a business wishes to promote on its social media platform. Social networks like Facebook and Twitter are already involved in such partnerships. These buttons appear in advertisements which appear in the news feeds of social media interfaces and give users the option to purchase an item immediately. These account for just under 2% of online sales. The buy button can be traced back to a system patented by Amazon in 1997.
174:, an advertiser is provided with a set of characteristics that will define their target market. These traits include geographical location, gender, age, work, relationship status, and interests such as music. Facebook claims advertisers can customize their target audience based on their behaviour, such as purchasing patterns, device usage, and other activities. This makes the ads less intrusive and more successful in delivering the appropriate content to the right audience. The advertisement
183:
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page. LinkedIn uses location, and audience attributes such as company, job experience, education, demographics, interests, and traits, as well as custom audiences created using matched audiences. All of these indicated ads are displayed to LinkedIn users if they are targeted for what is being promoted.
154:
and individualize their advertisements. The advantage for advertisers is that their ads can reach a particular set of audiences who are interested in the product or service. The benefit for users is that they can see advertisements that may be more relevant to their interests. The data collected goes
290:. It is the most popular messaging app worldwide and is used in over 150 countries, as of 2022. In 2020 Facebook, owned by Meta alongside WhatsApp, announced that it would use WhatsApp to show ads on the platform, through WhatsApp statuses like Instagram and Facebook stories to promote paid content.
262:
social media platform was created as an online platform to help employers connect with potential employees. The most common type of advertisement on LinkedIn is sponsored posts or direct sponsor content. These advertisements are used to share content and company updates and direct users to a landing
474:
Analytics involve knowing how social media marketing is performing. For example, this includes how many people were reached on a social media platform or how many mentions a brand had in a month. Business accounts allow brands to track and analyze their analytics. Social media advertising acts as a
436:
Before companies launch social media advertising campaigns, they may consider and plan out the campaign's elements. This includes considering their target audience, in order for a brand to advertise more effectively, and determining which social media is best to reach the target audience. Companies
427:
One must know the goals they want to achieve and decide which social media platform they will use. In other words, brands need to set specific advertising objectives when creating online social media ads. Customer engagement, increased revenue and brand awareness, enhanced customer experiences, and
337:
with characteristics that match those of social network users. A critical component of social media targeting is providing the users' demographic and interest information. Using this information, social media targeting heightens the likelihood of users seeing advertisements that interest them. The
178:
is also capable of monitoring performance so that advertisers or
Facebook marketers can modify their audience and the nature, budget, and duration of the ads based on their performance. Many new advertisers use Facebook as a platform because they have easy-to-use dashboards that are free to access
346:
About three-quarters of
Internet users are members of at least one social network. 49% of US adult women visit social media sites a few times daily, whereas only 34% of men do. The fastest-growing age group on Twitter is 55- to 64-year-olds, up 79% since 2012, and the 45–54 age group is the
405:
were able to garner 1.45 billion views. Some of those views and videos could have influenced one's voting decision. Social media advertising also greatly affects a brand's or company's reputation and reception. The way a company presents itself can determine its popularity and audience. This
382:
In July 2015, during its second quarter earnings call, Facebook revealed that it had achieved $ 2.9 billion in mobile revenue, amounting to over 76% of its overall quarterly revenue. A large portion of this revenue was from app install ads, which developers buy on a cost-per-install basis.
210:, and specific interests of the user. Instagram takes the information gathered about the consumer and creates an environment for the advertisement. Instagram is used on average around 72 minutes a day, with users seeing many different advertisements while they scroll through the app.
558:
Critics of social media advertising and marketing cite abuse in the areas of political interference, racism and stereotyping of groups, as well as undue influence in the shaping of values for unsuspecting young people. In addition, there are concerns about privacy and user security.
225:. One of the principal features of the app is that pictures and messages are usually only available briefly before they become inaccessible to their recipients. Facebook is the most popular social advertising platform, but an increasing number of young people use Snapchat.
466:. Engagement is very context and platform-specific and consists of varied experiences on each social media platform, allowing for a distinctive user experience on each. Additionally, the experiences associated with advertising evaluations vary depending on the platform.
535: – Advertising on social media will bring more online traffic to the company. Individuals use Google to find products, so advertising on social media platforms like Instagram, Twitter, and Facebook will help companies with their search engine ranking.
249:
are on. Twitter's product manager, Deepak Rao, stated that
Twitter runs tests on their timeline every month to help Twitter's critical metrics increase. The platform also does not have a complete algorithmic timeline, unlike Instagram's feed and Facebook news.
475:
monitoring tool that provides quantifiable measures, such as the number of likes, shares, comments, opens, views, followers, or clicks, as indicators of engagement. These metrics are used to evaluate the performance of such digital engagement campaigns.
528:(PPC) or pay-per-view (PPV) basis, which means businesses only pay when someone clicks on their advertisement or watches their video advertisement. Brands can reduce their advertising expenses by only spending money when a customer takes an action.
125:
identification possible. Essential factors also include users' likes, comments, views, and follows on social media platforms. With social media targeting, advertisements are distributed based on information gathered from target group profiles.
229:
data show that 78% of young
Americans (18–24 years old) use Snapchat, and 54% in the 25–29-year-old group. The app engages in targeting ads by Snap Audience Mix, Pixel Custom Audience, Ad Engagement Audience, and Third-Party Custom Audience.
301:
is a video-sharing website that makes it easy to watch online videos. Created in 2005, YouTube is now one of the most popular websites, with visitors watching around 6 billion hours of video every month. The demographics of YouTube are:
129:
Social network advertising differs from social media targeting. Social media targeting enhances advertising by leveraging profile data to deliver ads directly to individual users. Conversely, social network advertising involves aligning
453:
How people connect with advertisers' social media accounts and content is measured as part of social media engagement. Engagement can take a wide range of behaviours on social media. Examples include 'likes', marking an item as a
414:
Social media advertising involves creating content on social media platforms, engaging with followers, and running advertisements. Advertising helps companies spread awareness of their brand. Participating in different
521:
Increased brand awareness, as businesses understand the value of having more engagement between customers and brand, and using social media allows them to satisfy client demand more effectively.
338:
availability of user data allows for detailed analysis and reporting, which is a significant part of social media targeting and what makes it more effective than statistical projections alone.
333:
Within social communities, users provide demographic information, interests, and images. This information is accessed by social media targeting software and enables advertisers to create
286:
is a multi-platform messaging app that lets users make video and voice calls, and send text messages. WhatsApp has gained popularity as it allows international calling through
1221:
155:
beyond personal demographics. The content a user has engaged with, including the length of time they remained engaged forms a key part of data collection and targeting.
2712:
518: – Advertising in social media helps companies create a platform where their customers can share their feelings about the product or services offered.
134:
users with target groups specified by the advertiser. Social media advertising encompasses the creation of content on social media platforms, interaction with
1678:
684:
Northcott, Celine; Curtis, Rachel; Bogomolova, Svetlana; Olds, Timothy; Vandelanotte, Corneel; Plotnikoff, Ronald; Maher, Carol (January 23, 2021).
359:
Popular social media sites like
Facebook, Twitter, and YouTube offer different ways to advertise brands. Facebook gives advertisers options such as
2894:
2884:
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1045:
1280:
Wright, Elizabeth; Khanfar, Nile; Harrington, Catherine; Kizer, Lee (November 2010). "The
Lasting Effect Of Social Media Trends On Advertising".
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about themselves, including their age, gender, interests, and location, and this stored information allows advertisers to create specific
968:
686:"Evaluating the effectiveness of a physical activity social media advertising campaign using Facebook, Facebook Messenger, and Instagram"
2213:
1299:
Okazaki, Shintaro; Taylor, Charles (2013). "Social media and international advertising: theoretical challenges and future directions".
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394:
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Social media advertising has also been used for political campaigns. For example, social media played a significant role in the
2925:
1176:
Pick, Tom. "83 Exceptional Social Media and
Marketing Statistics for 2014." Yahoo Small Business Advisor. Yahoo, 20 April 2014.
943:
2778:
351:. Social media use is more common in the 18–29 age group, with 89% being Internet users, versus 43% of those 65 and older.
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must also plan what content they will produce on social media for advertising. Some examples of this content include
206:, Instagram's parent company. The programs evaluate how a consumer engages with the content based on the number of likes,
43:
35:
1664:
1695:
61:
505:). Companies have access to analytics options on each social network to learn how well their brand profile is doing.
458:, commenting on the content, direct messages (DM's), replying to other peoples comments, sharing existing content ('
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892:
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has developed targeting technology that allows advertisements to reach a specific audience. This is within the
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and reviewing content searched. Ads can be targeted to specific video topics and keywords, and placed on
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532:
602:"Engagement with Social Media and Social Media Advertising: The Differentiating Role of Platform Type"
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95:. A significant aspect of this type of advertising is that advertisers can take advantage of users'
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379:. There are branded channels, promoted videos, and video advertising for advertising on YouTube.
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Voorveld, Hilde A. M.; van Noort, Guda; Muntinga, Daniël G.; Bronner, Fred (January 2, 2018).
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thought leadership positioning are typical marketing objectives for social media marketing.
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198:, and about 500 million users access the app every day. On Instagram, companies can employ
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Low cost advertising – Most social media advertising strategies work on a
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371:) ads, and external website (standard) ads. To advertise on Twitter, there are promoted
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1128:"YouTube Demographics & Data to Know in 2022 [+ Generational Patterns]"
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Publisher: Management
Information Systems Research Center, University of Minnesota
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product, available to users and businesses alike. While posting an ad through the
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1222:"Why the social media 'buy button' is still there, even though most never use it"
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1549:"7 advantages of social media advertising for your business // Common Ground"
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45.8% of YouTube's total advertising audience is female, and 54.2% is male. (
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918:"Twitter Timeline Algorithm Explained (and 6 Ways to Increase Your Reach)"
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1046:"Facebook plans to launch ads with WhatsApp through targeted advertising"
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Proponents of social media advertising suggest the following advantages:
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In the US, 82% of adult men and 80% of adult women report using YouTube.
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792:"I Spend Four Hours A Day On Instagram — Here's How That Makes Me Feel"
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phenomenon has been shown by some studies to occur on a global scale.
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1527:"Using Social Media to Increase Advertising and Improve Marketing"
1363:"10 Marketing Objective Examples To Guide and Focus Your Strategy"
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758:"Your Instagram Feed Is About to Have More Ads From Influencers"
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Advertisers can reach users who are interested in their products
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for advertising, post from a corporate account, or buy ads from
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1617:"Minimise targeted ads on social media | Privacy International"
1414:"Social Media Engagement: Why it Matters and How to Do it Well"
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1636:"10 Disadvantages Of Social Media Marketing & What To Do?"
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944:"Social Media Advertising: Platforms, Tools, and Strategies"
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1248:"The Buy Button Is the Most Important Icon on the Internet"
1572:"Brand Positioning Strategy Using Search Engine Marketing"
146:
People who use social networking sites share a variety of
1843:
1388:"Everything You Need to Know About Social Media Branding"
179:
while having a large audience for their advertisements.
1441:"27 Free and Paid Social Media Analytics for Marketers"
375:, trends, and promoted accounts that show up on users'
501:
Allows for detailed analysis and reporting (including
121:, and socio-psychographic targeting) to make detailed
1153:"About targeting for Video campaigns - YouTube Help"
1505:
1380:
1020:"Messaging App Revenue and Usage Statistics (2022)"
539:A disadvantage for users and consumers in terms of
386:Another type of advertising is using a tool called
1096:Anderson, Monica; Auxier, Brooke (April 7, 2021).
317:YouTube participates in ad targeting by analyzing
2970:
1498:
83:, is a group of terms used to describe forms of
969:"Targeting Options for LinkedIn Advertisements"
843:"Snapchat Ad Targeting | Snapchat for Business"
595:
593:
591:
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551:, but which allow the construction of complete
194:As of 2022, there are about 1 billion users on
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1570:Dou, Wenyu; Lim, Kai H.; Su, Chenting (2010).
1095:
113:targeting combines targeting options (such as
2870:Issues relating to social networking services
1672:
1298:
1282:Journal of Business & Economics Research
629:11245.1/72058760-e3ed-48cd-bb5e-52900be8d08e
586:
508:The information gathered is real, not from
448:
221:is a multimedia messaging app developed by
1679:
1665:
1524:
1246:Silverberg, Michael (September 15, 2015).
1245:
732:"Why Your Business Should Be on Instagram"
431:
1320:
627:
617:
62:Learn how and when to remove this message
2921:Decentralized Social Networking Protocol
1569:
1194:
265:
181:
1525:Hensel, Kyle; Deis, Michael H. (2010).
1499:unmetric; unmetric (November 7, 2019).
547:techniques, which can serve to measure
354:
270:A fast-growing social media app called
138:, and the execution of advertisements.
2971:
2926:Distributed Social Networking Protocol
1660:
1122:
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419:can bring more customers to a brand.
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1438:
755:
18:
16:Advertising on social media services
789:
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1360:
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367:, page post ads, Facebook object (
34:tone or style may not reflect the
14:
3010:
1439:Lang, Kristi (January 19, 2024).
1337:"What is Social Media Marketing?"
690:Translational Behavioral Medicine
2667:Social network analysis software
1501:"What is social media analysis?"
489:
347:fastest-growing on Facebook and
148:personal information data points
44:guide to writing better articles
23:
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1197:"Mobile is Facebook's cash cow"
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756:Rueb, Emily S. (June 4, 2019).
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2791:Social network hosting service
1301:International Marketing Review
860:
835:
816:Smith, Aaron (March 1, 2018).
809:
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724:
677:
652:
555:from ad viewing and clicking.
478:
233:
141:
1:
1634:Owen, Jackie (May 17, 2019).
1531:The Entrepreneurial Executive
619:10.1080/00913367.2017.1405754
579:
569:Social marketing intelligence
422:
2880:Problematic social media use
2764:Hospitality exchange service
1325:– via Emerald Insight.
868:"Twitter Launches - History"
469:
397:. Videos that involved both
328:
189:
7:
1072:"YouTube: What is YouTube?"
562:
409:
277:
253:
213:
158:
103:, and other data points to
10:
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2786:Social network advertising
1688:Social networking services
1098:"Social Media Use in 2021"
818:"Social Media Use in 2018"
482:
293:
93:social networking services
77:Social network advertising
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2685:
2659:
2626:
2212:
2144:
1694:
1467:"Ads That Don't Overstep"
1313:10.1108/02651331311298573
543:is the widespread use of
1621:privacyinternational.org
973:Marketing Solutions Help
847:forbusiness.snapchat.com
449:Listening and engagement
2979:Social network analysis
2677:Web 2.0 Suicide Machine
1471:Harvard Business Review
510:statistical projections
445:, and photo campaigns.
432:Planning and publishing
97:demographic information
2895:User gender difference
2723:Small-world experiment
893:"How Twitter Ads work"
660:"Choose your audience"
606:Journal of Advertising
574:Social media marketing
395:2008 presidential race
274:
186:
81:social media targeting
2994:Mass media monitoring
2885:Use in investigations
1804:Foursquare City Guide
533:search engine ranking
503:business intelligence
483:Further information:
462:), saves, clicks, or
417:advertising campaigns
269:
185:
119:behavioural targeting
2693:Attention inequality
948:marketing.sfgate.com
897:business.twitter.com
553:personality profiles
443:user-created content
355:Types of advertising
241:, formerly known as
2728:Small-world network
2634:Software comparison
2583:Windows Live Spaces
2553:Tea Party Community
1473:. January 1, 2018.
1195:Kokalitcheva, Kia.
1185:Goyal 2013, p. 222.
1103:Pew Research Center
1026:. December 21, 2021
994:"What is WhatsApp?"
822:Pew Research Center
702:10.1093/tbm/ibaa139
227:Pew Research Center
172:Facebook Ad Manager
1367:www.impactplus.com
1157:support.google.com
1000:. January 19, 2022
924:. February 7, 2018
796:www.refinery29.com
762:The New York Times
549:social media reach
485:online advertising
282:Launched in 2009,
275:
187:
85:online advertising
2989:Digital marketing
2966:
2965:
2748:Virtual community
2703:Cybersectarianism
1420:. January 7, 2021
790:Pasarow, Anabel.
664:Facebook Business
439:short-form videos
247:location services
89:digital marketing
72:
71:
64:
38:used on Knowledge
36:encyclopedic tone
3006:
2875:Privacy concerns
2839:Online petitions
2796:Social profiling
2713:1+ million users
2698:Confessions page
2603:Yahoo! Kickstart
2302:Friends Reunited
1809:Foursquare Swarm
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1551:. March 25, 2021
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1052:. April 30, 2020
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541:internet privacy
105:target their ads
79:, also known as
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42:See Knowledge's
27:
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2999:Viral marketing
2969:
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2890:Use in politics
2858:
2814:Activity stream
2800:
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2718:Online identity
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526:pay-per-click
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490:Pros and cons
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52:December 2022
45:
39:
37:
30:
21:
20:
2863:Implications
2785:
2757:Applications
2743:User profile
2518:Spotify Live
2497:Sciencescape
2184:ResearchGate
2154:Academia.edu
2146:Professional
2081:Truth Social
1876:IRC-Galleria
1645:December 13,
1643:. Retrieved
1639:
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1599:. Retrieved
1579:
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1555:November 24,
1553:. Retrieved
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1444:
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1422:. Retrieved
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1396:. Retrieved
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1370:. Retrieved
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1344:. Retrieved
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1304:
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1200:
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1131:
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1101:
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821:
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801:February 19,
799:. Retrieved
795:
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775:February 25,
773:. Retrieved
761:
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739:. Retrieved
736:business.com
735:
726:
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667:. Retrieved
663:
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609:
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545:web tracking
538:
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473:
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435:
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413:
399:Barack Obama
392:
387:
385:
381:
363:, sponsored
358:
345:
342:Demographics
332:
316:
297:
281:
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237:
217:
193:
171:
168:Facebook Ads
162:
145:
128:
123:target group
115:geotargeting
111:Social media
109:
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75:
73:
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2984:Advertising
2916:AT Protocol
2911:ActivityPub
2834:Like button
2738:Thirst trap
2639:White-label
2613:Yahoo! Meme
2608:Yahoo! Mash
2598:Yahoo! 360°
2558:Third Voice
2362:iTunes Ping
2322:Google Buzz
2131:Xiaohongshu
1896:LiveJournal
1849:Hive Social
1794:Draugiem.lv
1050:Skyram Blog
953:November 5,
902:October 13,
877:October 13,
741:October 20,
479:Advertising
456:'favourite'
403:John McCain
388:buy buttons
335:display ads
325:or videos.
234:Twitter (X)
200:influencers
142:Application
2973:Categories
2942:OpenSocial
2849:Reblogging
2819:Brand page
2779:comparison
2528:Streetlife
2432:Musical.ly
2392:LunarStorm
2347:Houseparty
2307:Friendster
2297:FriendFeed
2189:Solaborate
1946:MX TakaTak
1931:micro.blog
1906:Marco Polo
1891:Letterboxd
1839:GNU social
1640:Techjackie
1341:buffer.com
580:References
377:news feeds
2944:(defunct)
2928:(defunct)
2904:Protocols
2708:Fediverse
2563:tribe.net
2523:Spring.me
2482:Posterous
2477:PlanetAll
2462:Periscope
2357:IdeaPlane
2342:Highlight
2312:Grono.net
2292:FitFinder
2287:Eyegroove
2247:BranchOut
2046:Tal Canal
2021:ShareChat
2001:Promo.com
1981:Pinterest
1864:Instagram
1814:Friendica
1759:Clubhouse
1601:April 24,
1479:0017-8012
1451:April 24,
1307:: 56–71.
1265:March 25,
1260:1059-1028
1231:August 5,
1109:March 17,
770:0362-4331
710:1869-6716
646:148806377
638:0091-3367
514:Improved
470:Analytics
329:Operation
311:Hootsuite
208:followers
196:Instagram
190:Instagram
176:algorithm
136:followers
2932:Micropub
2686:Concepts
2672:Diaspora
2627:Services
2543:Talkbits
2538:Surfbook
2427:Multiply
2407:Miiverse
2387:Lifeknot
2262:eConozco
2227:AsianAve
2174:LinkedIn
2051:Taringa!
2026:Snapchat
2011:Readgeek
1961:Nextdoor
1956:My World
1911:Mastodon
1881:Kuaishou
1799:Facebook
1779:Diaspora
1696:Personal
1596:20721427
1537:: 87–97.
1447:. Buffer
718:33484152
563:See also
464:mentions
423:Strategy
410:Strategy
323:channels
284:WhatsApp
278:WhatsApp
260:LinkedIn
254:LinkedIn
223:Snap Inc
219:Snapchat
214:Snapchat
164:Facebook
159:Facebook
2953:Pump.io
2948:OStatus
2854:Stories
2844:Polling
2829:Hashtag
2649:Wall.fm
2533:StudiVZ
2508:Skyrock
2422:Mugshot
2402:Meerkat
2317:Google+
2252:Capazoo
2222:App.net
2214:Defunct
2164:Brainly
2159:Behance
2136:Yik Yak
2126:Whisper
2106:Untappd
2101:Twitter
2091:TV Time
2076:Triller
2061:Threads
1991:Pleroma
1951:Myspace
1926:Miaopai
1854:Huddles
1784:display
1774:Cyworld
1739:Bluesky
1709:Amikumu
1704:23snaps
1201:Fortune
827:May 13,
669:May 27,
531:Better
365:stories
349:Google+
299:YouTube
294:YouTube
243:Twitter
2824:Groups
2769:Mobile
2588:Wretch
2499:(Meta)
2487:Pownce
2442:Netlog
2437:Natter
2412:MixBit
2397:Me2day
2337:Heello
2282:eWorld
2277:Emojli
2267:Edmodo
2204:Yammer
2194:Viadeo
2179:Moodle
2096:Tumblr
2086:Tuenti
2071:Tinder
2066:TikTok
2041:Tagged
2036:Spaces
2016:Renren
1986:Pixnet
1971:Parler
1916:Meetup
1789:Douban
1769:Convoz
1764:Cohost
1749:Bumble
1744:Bondee
1734:BeReal
1724:Ask.fm
1719:Are.na
1714:aNobii
1594:
1477:
1258:
768:
716:
708:
644:
636:
373:tweets
272:TikTok
2937:Nostr
2660:Tools
2593:Xanga
2573:tvtag
2513:So.cl
2492:Qaiku
2472:Piczo
2467:Pheed
2452:Orkut
2447:NK.pl
2417:Mobli
2372:Jaiku
2352:Hyves
2332:Hello
2257:Cloob
2121:Weibo
2006:Qzone
1996:Plurk
1976:Peach
1936:Minds
1901:Likee
1834:Gettr
1729:Badoo
1592:JSTOR
1252:Wired
642:S2CID
288:Wi-Fi
2958:XMPP
2644:Ning
2578:Vine
2568:Tout
2457:Path
2377:Keek
2367:iWiW
2272:Ello
2242:Bolt
2237:Bebo
2199:XING
2111:Vero
2031:SNOW
1941:Mixi
1921:MeWe
1886:Kumu
1869:IGTV
1859:Idka
1824:Gapo
1754:Cara
1647:2023
1603:2024
1557:2022
1512:2022
1486:2022
1475:ISSN
1453:2024
1426:2022
1400:2022
1374:2022
1348:2020
1267:2019
1256:ISSN
1233:2016
1208:2015
1164:2022
1139:2022
1111:2024
1083:2022
1058:2022
1032:2022
1006:2022
980:2022
955:2020
930:2022
904:2020
879:2020
854:2022
829:2020
803:2020
777:2020
766:ISSN
743:2022
714:PMID
706:ISSN
671:2018
634:ISSN
401:and
369:like
258:The
204:Meta
87:and
2548:tbh
2382:Koo
1844:Hi5
1829:Gas
1819:Gab
1584:doi
1317:hdl
1309:doi
698:doi
624:hdl
614:doi
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2618:Yo
2116:VK
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