Expert Q & A: What is the best way that I can utilize social media to complement my paid search efforts?

Social and paid search are great stand alone marketing tools but when used together they can be very powerful. The trick is to ensure that efforts on each of the platforms complement each other. For example, you could use your existing paid search campaign to support a promotion you are having for your Facebook fans. This allows you to achieve a number of objectives: drive “Likes” to your Facebook page, advertises your promotion, exposes your brand, and creates a fan base. If you are having a special promotion that is only available on your site you can use all your channels to promote the same message that means you create one consistent message on Facebook, Twitter, and paid search. Each of these efforts should drive to the promotion to achieve maximum results. How you leverage paid search and social will depend on the unique marketing goals of your company.