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In order to engage your followers, we all know you need to share interesting content with them regularly. Of course, there are plenty of tools that help you schedule and share content, such as Buffer, Hootsuite, and SproutSocial. But what about finding content your audience will love?

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The Federal Trade Commission rolled out its latest truth in advertising guidelines. The last time the FTC updated its guidelines for truth in advertising was back in 2010. The new guidelines may precede a crackdown for social media marketing.

Their effect on social media marketing includes how marketers handle the use of celebrity endorsements. The FTC recommends that marketers have a proper disclosure check up to make sure that their social media marketing campaigns fall within FTC guidelines.

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I was interviewing Antonio Lucio, the CMO for HP, for my CMO Insight series (see article here), when we started talking about social media. For perspective, Lucio has over 33,000 Twitter followers, has a 62 Klout score, and is the 4th most influential CMO on Twitter (see list here). I asked him why he is so personally involved in Twitter. Very few CMOs tweet and of those who have a lot of followers, few tweet themselves, instead delegating the task to somebody on their marketing team. His response to my question was fascinating, and an important one for any CMO or aspiring CMO to hear.

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As of this year, about 81% of the United States population uses at least one social media platform. That number is growing by roughly 5% per year. At this rate, 100% of the United States will have a social media profile on at least one platform by 2021.  

Businesspeople searching for the ideal marketing channel to engage prospects should look no further than social networks. Social media provides companies with ample information to create messages targeted to valuable niche audiences, and given the statistics, it is inevitable that the audience you are trying to reach is on at least one social network.

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The next money-maker could be this tool for connecting marketers to social media creators so they can team up on sponsored-content Facebook  ad campaigns. The Branded Content Matching search engine lets advertisers select the biographical characteristics of creators fans they want to reach, see stats about these audiences, and contact them to hammer out deals.

Leaked screenshots of Facebook’s promotional materials for the tool were first attained and published in German by AllFacebook.de.

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The biggest mistake people make when promoting their brand, company or even themselves on social media is thinking that simply posting is enough. However, that’s far from the case. Managing a Facebook, Instagram or Twitter account means having to strategize ways to keep your current audience captivated, while simultaneously attracting new users to your page.

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