Brands Now Direct Their Followers to Social Media

Marketers promoting their products online have followed a fairly standard arc historically, first buying digital ads and building their own Web sites in the early years of the Internet, and more recently amassing followers on social networks like Facebook and Twitter.Now, companies increasingly are running online ads that focus less on pitching their products than promoting their Facebook pages and Twitter accounts.
http://www.nytimes.com/2011/08/04/business/media/promoting-products-using-social-media-advertising.html

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