When (and Why) to Pay for Tweets
Harvard Business Review
AUGUST 11, 2014
My company was an early adopter, purchasing our first social ads in 2012. Not only are engagement rates bound to plummet if you hammer users on their home turf with repetitive messaging, but you may end up losing more business than you gain. 4) Use small samples to A/B test your social ads.
9 
Let's personalize your content