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Many brands across the globe have jumped on the <keyword id="2039682" type="UNKNOWN" weightage="100" keywordseo="Social-media-bandwagon">social media bandwagon</keyword>. However, most of them have done it out of compulsion simply because their competitors are doing it or it has been a mandate from the top management. This approach will definitely lead to disaster and even after allocating resources for <keyword id="6354632" type="COMPANY" weightage="100" keywordseo="Social-media">social media</keyword> activities, you won’t reach anywhere near your anticipated ROI on spends. 
 This article will sum up the essentials of <keyword id="2039683" type="UNKNOWN" weightage="100" keywordseo="Social-media-hygiene">social media hygiene</keyword> that <keyword id="476741" type="UNKNOWN" weightage="100" keywordseo="brand-managers">brand managers</keyword> can’t ignore. So consider this a Holy Grail for your company’s <keyword id="1844596" type="UNKNOWN" weightage="100" keywordseo="Social-Media-Strategy">social media strategy</keyword>. 
 
1. Hire a specialist. Whether you believe it or not, conventional marketers are not a good option when it comes to social media planning and execution. I have seen some great brands suffer and lose their brand reputation irrecoverably due to dismal social media strategy. But that mostly happens because people are lacking in basic social media skills at the execution level. Yes, you need to hire a <keyword id="1707691" type="POSITION" weightage="100" keywordseo="Social-Media-Specialist">social media specialist</keyword> having specific skills including: <keyword id="2039691" type="UNKNOWN" weightage="100" keywordseo="Copywriting">Copywriting</keyword> expertise 
Sound SEO/SEM knowledge Basic <keyword id="15509" type="ORGANIZATION" weightage="100" keywordseo="Research">research</keyword> &amp; analytical skills Technical skills: Well-versed in different promotional tools used across social networking sites and ability to use tools like <keyword id="1573530" type="UNKNOWN" weightage="100" keywordseo="HootSuite">HootSuite</keyword>, <keyword id="854975" type="UNKNOWN" weightage="100" keywordseo="buffer">Buffer</keyword>, <keyword id="2039686" type="UNKNOWN" weightage="100" keywordseo="Optify">Optify</keyword>, <keyword id="2039687" type="UNKNOWN" weightage="100" keywordseo="SEOMoz">SEOMoz</keyword>, <keyword id="1107152" type="UNKNOWN" weightage="100" keywordseo="Google-Analytics">Google Analytics</keyword> etc. <keyword id="2039690" type="UNKNOWN" weightage="100" keywordseo="Report-generation">Report generation</keyword> &amp; expertise to stay ahead of the curve. 
 
2. Decouple social media from other media planning. Many great brands have not succeeded across <keyword id="1020663" type="UNKNOWN" weightage="100" keywordseo="social-media-platforms">social media platforms</keyword> because their <keyword id="2039672" type="UNKNOWN" weightage="100" keywordseo="Social-media-promotion">social media promotion</keyword> is riding the campaigns across other media formats such as print, <keyword id="6355065" type="COMPANY" weightage="80" keywordseo="tv">TV</keyword>, <keyword id="12905" type="COMPANY" weightage="80" keywordseo="Radio">radio</keyword>, <keyword id="2014281" type="ORGANIZATION" weightage="80" keywordseo="OOH">OOH</keyword>, etc. You have to decouple social media from your <keyword id="2039692" type="UNKNOWN" weightage="80" keywordseo="Conventional-marketing">conventional marketing</keyword> strategies. Take <keyword id="94301" type="ENTERTAINMENT" weightage="100" keywordseo="Dove">Dove</keyword>, for example. Its <keyword id="2039693" type="UNKNOWN" weightage="100" keywordseo="Digital-campaigns">digital campaigns</keyword> are completely different from TV or print ads. The campaigns have different objectives and <keyword id="2039694" type="UNKNOWN" weightage="100" keywordseo="Target-groups">target groups</keyword> for print and TV. Dove’s viral campaign is the <keyword id="2039724" type="UNKNOWN" weightage="100" keywordseo="Most-watched-video-ad">most watched video ad</keyword> of all times. 
 
3. Don’t sell on social media; engage and create awareness. Digital advertising KPIs like CPC/CPD or <keyword id="2039726" type="UNKNOWN" weightage="100" keywordseo="Lead-generation">lead generation</keyword> may not work great for you on social media platforms. Online audience is not interested in booking a car <keyword id="135251" type="UNKNOWN" weightage="80" keywordseo="Test-drive">test drive</keyword> or getting discount on coffee, which they get otherwise. Use social media platform to educate them about you product features, future roadmap, brand recall, etc. For instance, the <keyword id="275427" type="COMPANY" weightage="80" keywordseo="Harley-Davidson-India">Harley-Davidson India</keyword> <keyword id="6354576" type="CITY" weightage="100" keywordseo="Facebook">Facebook</keyword> fan page has more than 1 million fans but undoubtedly, the company doesn’t have so many customers in India. However, it has managed to create a great <keyword id="41188" type="UNKNOWN" weightage="100" keywordseo="fan-following">fan following</keyword> on Facebook, including those who can’t afford the bikes. 
 
4. Engage, educate &amp; evolve your customers. It is widely believed that social media is the best platform for customer interaction. Overall, Facebook is the best destination for reaching out to the uber youth segment, <keyword id="28120" type="CITY" weightage="100" keywordseo="Linkedin">LinkedIn</keyword> for professionals with ample discretionary income, <keyword id="6354616" type="CITY" weightage="100" keywordseo="Twitter">Twitter</keyword> for reaching out to a great magnitude of people globally, in the fraction of a second, <keyword id="10879" type="CITY" weightage="100" keywordseo="YouTube">YouTube</keyword> for viral marketing and <keyword id="939877" type="COMPANY" weightage="100" keywordseo="Pinterest">Pinterest</keyword> for promoting your products in the multimedia format. As a result, one must have in-depth knowledge of many promotional tools available on these sites and must comprehend which tool best suits your campaign objective. The best example here is <keyword id="6355174" type="CITY" weightage="80" keywordseo="Ford">Ford</keyword> Ecosport. Last year, the car-maker launched a 360 degree digital campaign called Urban Discoveries contest in India to engage with customers much before the car launch. It was a well-planned campaign, integrating online and offline objectives. The response was overwhelming and Ford showrooms across India were inundated with test drive enquiries. 
 
5. Define social media KPIs. Each <keyword id="878518" type="UNKNOWN" weightage="100" keywordseo="Social-Media-Campaign">social media campaign</keyword> should be designed with clear end objective. Simply increasing the likes on Facebook is no big deal and will not yield ROI on <keyword id="2039734" type="UNKNOWN" weightage="100" keywordseo="Digital-spends">digital spends</keyword>. In fact, as per a research report, there are many fake accounts on Facebook and the likes may not be genuine. But if you look at the <keyword id="2039736" type="UNKNOWN" weightage="100" keywordseo="Best-digital-media-campaigns">best digital media campaigns</keyword> in 2013, you will find that almost all of them focused on creating awareness and deeper engagement with the audience. 
 
6. Have a proactive <keyword id="1063442" type="UNKNOWN" weightage="100" keywordseo="Online-reputation-management">online reputation management</keyword> (<keyword id="705957" type="ORGANIZATION" weightage="100" keywordseo="ORM">ORM</keyword>) system in place. 
Your online reputation is as sacrosanct as your brand image. Any erroneous post, racial comment, any content that is publically enraging may lead to bitter reactions. In such cases, you must be proactive as you take responsibilities, apologise, give proper justifications and be honest in your response. Not doing so will harm you manifold than you can imagine. 
 
7. Be prepared, stay alert. Finally, there is no rule of thumb for social media promotion. It varies for different industries and key factors such as the nature of your brand, budget, campaign objective and target audience impact every campaign. So it is imperative for brand managers to proactively plan social media strategies and constantly review them for bigger <keyword id="2039743" type="UNKNOWN" weightage="100" keywordseo="Returns-on-social-media">returns on social media</keyword> spends. 
 
About the author: Kamlesh Dixit is co-founder of Leo9 Studio and an experienced digital &amp; social media professional. He enables global brands to build digital properties and advises organisations on how to enhance their digital and social media revenues.

7 Things You Need To Know About Social Media Strategy
For Better Brand Engagement

No one knows Silicon Valley dating better than Amy Andersen.

	<a href="http://linxdating.com/amy.html">Andersen founded</a> Menlo Park-based matchmaking service Linx Dating in 2000, after observing that many professionals were having trouble navigating the often complicated Silicon Valley dating scene.

	Since then, she's built an impressive dating network, helping hundreds of people in the Bay Area meet potential matches. She estimates that about half of her clients work at tech companies, including Facebook, Box, Google, LinkedIn, and Cisco, among others.

	Though she wouldn't reveal her clients' names for confidentiality reasons, Andersen tapped into her network to find the most eligible singles in Silicon Valley right now.
<h2>
	Kristina Simmons, 26</h2>


	
		
			
			
				Courtesy of Kristina Simmons
		
		
	



	Previously a partner at Andreessen Horowitz, Simmons is currently part of a team building a new stealth tech company.

	She loves tech, but in her spare time she does yoga and is a self-professed health nut.

	"I'd love to see Kristina with an equally dynamic powerhouse who can keep up with her in life, and with an athletic prowess to boot!" Andersen said.
<h2>
	Jonathan Siddharth, 30</h2>


	
		
			
			
				Courtesy of Jonathan Siddharth
		
		
	



	Siddharth is the founder and co-CEO of Flipora, a personalized web discovery engine.

	While a grad student at Stanford, he won the best Masters' Thesis Award in Computer Science for his work on web-scale near-duplicate document detection.

	According to Andersen, "He loves auto racing and Formula 1 and is feared for his terrible puns." 
<h2>
	Melissa Taunton, 39</h2>


	
		
			
			
				Courtesy of Melissa Taunton
		
		
	

Taunton is a partner at Khosla Ventures.


	"When Melissa's not finding the perfect match for one of her portfolio companies, you can find her adventuring in some part of the globe," Andersen said.

	Recent trips have included riding an elephant in Thailand, volunteering for disaster relief in Haiti, and sleeping in a tent in her native South Africa.
<h2>
	Brian Goffman, '40s'</h2>


	
		
			
			
				Courtesy of Brian Goffman
		
		
	



	Formerly a VP of Global Enterprise Marketing at LinkedIn, Goffman is currently a venture partner at Technology Crossover Ventures. Before LinkedIn, he was the CEO of digital marketing software company Optify.

	He was a varsity heavyweight rower at Harvard, lived in Paris after college, and loves to cook.

	"I'd like to see Brian with a very kind, creative, and sexy match," Andersen said.
<h2>
	Cathy Edwards, 32</h2>


	
		
			
			
				Courtesy of Cathy Edwards
		
		
	

Edwards is the cofounder and former CTO of Chomp, an app search and discovery platform that was acquired by Apple in 2012. She then went on to work as a director of engineering at Apple before leaving the company earlier this year.


	Originally from Australia, she's passionate about food, wine, and travel, and she once spent a summer painting in Paris.

	"I'd like to see Cathy with someone who is very smart, empathetic, and has a nice down-to-earth sensibility," Andersen said.
<h2>
	Noah Lewis, 39</h2>


	
		
			
			
				Courtesy of Noah Lewis
		
		
	

Lewis is a managing director at GE Ventures, where he focuses on disease management business models. He previously worked for IBM and led corporate strategy for a division at GE.

	"I'd like to see Noah with an incredibly kind, curious, energetic, and quick-witted match! Someone to keep him on his toes," Andersen said.

	He plays polo, likes country music, and is an avid cyclist.
<h2>
	Baris Karadogan, 42</h2>

	
		
			
			
				Courtesy of Baris Karadogan
		
		
	

Karadogan is currently the CEO of online marketing company Hip Digital Media. He also previously worked as an engineer at U.S. Robotics and a venture capitalist at U.S. Venture Partners and Fuse Capital.


	He's a father of four kids, an avid tennis player, and a world traveler who recently spent two weeks in the jungles of New Guinea.

	According to Andersen, Karadogan is an" ex-coder self-described as both geeky and social ... I'd really like to see Baris with an incredibly warm-hearted, intellectual, and family centric woman."
<h2>
	Raymond Choi, 29</h2>


	
		
			
			
				Courtesy of Raymond Choi
		
		
	

Choi is a venture partner at the Valley Fund. He graduated from Stanford's School of Medicine in 2013 and is the cofounder of health information company Lifesquare.


	He plays table tennis and has traveled to Hong Kong, Scotland, and Guyana. 

	"I'd like to see Raymond with a girl who is independent, super smart, family-oriented, and poised," Andersen said. "She needs to be able to handle any situation in a graceful way.

We Asked Silicon Valley's Top Matchmaker To Find The Most Eligible Singles In Tech - Here's What She Came Up With

<keyword id="1737805" type="UNKNOWN" weightage="60" keywordseo="Social-Media-Insights">Social Media Insights</keyword> is a daily newsletter from Business Insider that collects and delivers the top <keyword id="6354632" type="COMPANY" weightage="60" keywordseo="Social-media">social media</keyword> news first thing every morning. You can <a href="http://www.businessinsider.com/newsletter">sign up</a> to receive Social Media Insights <a href="http://www.businessinsider.com/newsletter">here</a> or at the bottom of this post.

<a href="http://wearesocial.net/blog/2013/02/comscore-2013-digital-future-focus/">Facebook Still Dominates Social Media Market Share</a> (comScore via we are social) The major trend this year has seen social media platforms attempting to monetize and build reliable long-term business models. New revenue streams have led to growth in social networks large and small.
<div class="image-container center" style="width:525px"><div class="image"></div><a href="http://www.comscore.com/Insights/Presentations_and_Whitepapers/2013/2013_US_Digital_Future_in_Focus">comScore</a></div>
According to comScore, <keyword id="6354576" type="CITY" weightage="60" keywordseo="Facebook">Facebook</keyword> still holds a huge share of the U.S. <keyword id="6379342" type="UNKNOWN" weightage="60" keywordseo="Social-Networking">social networking</keyword> market, with the site taking 83 percent of total time spent on social networks. Perhaps slightly less expected is the second place social network; Tumblr takes the spot with a 5.7 percent share, followed by Pinterest (1.9 percent), <keyword id="6354616" type="CITY" weightage="60" keywordseo="Twitter">Twitter</keyword> (1.7 percent), and <keyword id="28120" type="CITY" weightage="60" keywordseo="Linkedin">LinkedIn</keyword> (1.4 percent). <a href="http://wearesocial.net/blog/2013/02/comscore-2013-digital-future-focus/">Read &gt;&gt;</a>
<a href="http://www.grahamjones.co.uk/2013/blog/social/twitter-beats-facebook-and-linkedin-for-b2b-lead-generation-or-does-it.html">Twitter Beats Facebook For B2B Lead Generation</a> (eMarketer via Graham Jones) Twitter is way ahead in the lead generation race for the business-to-business sector. <a href="http://www.optify.net/press-releases/optify-benchmark-report-google-dominates-the-b2b-search-market-and-twitter-outperforms-facebook">A study</a> found that Twitter outperforms Facebook and LinkedIn by nine to one in terms of generating leads.
<div class="image-container center" style="width:351px"><div class="image"></div>Optify via eMarketer</div>
In fact, the research shows that Facebook and LinkedIn are equal in terms of generating leads for B2B companies, but both are woefully Twitter. <a href="http://www.grahamjones.co.uk/2013/blog/social/twitter-beats-facebook-and-linkedin-for-b2b-lead-generation-or-does-it.html">Read &gt;&gt;</a>
<a href="http://bits.blogs.nytimes.com/2013/02/28/facebook-buys-service-to-show-targeted-ads-across-the-web/">Facebook Buys Service To Show Targeted Ads Across Web</a> (The New York Times) Facebook fired another salvo at its archrival Google with its acquisition of an advertising technology that can help Facebook put its piles of personal data to greater use for behaviorally targeted advertising. Facebook bought the advertising platform in question, called Atlas Advertiser Suite, from <keyword id="10387" type="CITY" weightage="60" keywordseo="Microsoft">Microsoft</keyword>. It further solidifies the social network’s partnership with Microsoft (Facebook offers users Microsoft’s search engine, Bing, for Web searches on its site). The acquisition allows Facebook to use the vast amounts of personal information it has about its billion users to send them targeted messages as they browse the Web. <a href="http://bits.blogs.nytimes.com/2013/02/28/facebook-buys-service-to-show-targeted-ads-across-the-web/">Read &gt;&gt;</a>
<a href="http://www.imgrind.com/the-top-9-social-networks-for-business/">What Are The Top Social Networks For Business?</a> (SDL via IM Grind) You have a business. Whether that be a bricks-and-mortar local business or an online business, you recognize the importance of being involved with social media. With an overabundance of information on the Web about social media, many business owners can run in circles following the shiny objects of social media. So what are the top sites for business?
<div class="image-container center" style="width:600px"><div class="image"></div>SDL SM2</div>
Click <a href="http://www.imgrind.com/the-top-9-social-networks-for-business/">here</a> for the full infographic. <a href="http://www.imgrind.com/the-top-9-social-networks-for-business/">Read &gt;&gt;</a>
<a href="http://www.ragan.com/Main/Articles/8fbd0136-8fa3-448f-b95a-7ad103ea4b7a.aspx#">A 12-month Plan For Social Media Success</a> (Intuit via Ragen Communications) Before you start to stress and map out a route for the hills, take a look at this infographic about starting a plan for your social media efforts. While creating a social media presence for a brand is a major task, this graphic makes it easy, breaking down the process into 12 bite-sized tasks.
<div class="image-container center" style="width:600px"><div class="image"></div>Intuit</div>
That's one per month. You can tackle one goal a month, right? Click <a href="http://blog.intuit.com/marketing/manage-social-media-the-easy-way-in-2013-infographic/attachment/intuit_2013_socialroadmap/">here</a> for the full infographic. <a href="http://www.ragan.com/Main/Articles/8fbd0136-8fa3-448f-b95a-7ad103ea4b7a.aspx#">Read &gt;&gt;</a>
<a href="http://www.jeffbullas.com/2013/03/01/what-is-the-big-question-in-social-media-marketing-everyone-is-afraid-to-ask/">The Big Question In Social Media Marketing Everyone Is Afraid To Ask</a> (Jeff Bullas) The big question that is often asked about social media when it comes to investing money, resources and time is "What is the return on investment (<keyword id="301587" type="ORGANIZATION" weightage="60" keywordseo="ROI">ROI</keyword>) ?" But there are also other questions. Should the first click or the last click get the credit? In the end both contributed. How about: "Is social media about engagement or selling and what are the results?" Here are some ROI data points. <a href="http://www.jeffbullas.com/2013/03/01/what-is-the-big-question-in-social-media-marketing-everyone-is-afraid-to-ask/">Read &gt;&gt;</a>
<div class="image-container center" style="width:600px"><div class="image"></div><a href="http://psoshul.com/proof-of-social-media-roi/">psoshul</a></div>

Americans Still Spend Far More Time On Facebook Than Other Social Media

<table class="image-container float_right click-to-enlarge" width="200"><tr><td><div class="image"><a title_source="Samba Tech" title_caption="" class="zoomin" href="http://static6.businessinsider.com/image/5115721fecad04d37d00000a-960/dominate-world-pinky-brain.jpg"></a></div>Samba Tech</td></tr></table>In early December, we said that <a href="http://www.businessinsider.com/facebook-and-microsoft-are-working-on-a-deal-and-it-could-change-everything-about-advertising-2012-12">Facebook was looking to purchase Microsoft's Atlas Solutions</a> — a deal that could turn the social network into a true rival to Google. And it looks like the buy is going to happen sooner rather than later.
Sources told Ad Age that <a href="http://adage.com/article/digital/facebook-deal-buy-microsoft-s-atlas-coming-week/239670/">Facebook could buy Atlas within a week</a>. Although its offer is still unknown, past companies have put in offers for between $30 and $50 million. (<keyword id="10387" type="CITY" weightage="60" keywordseo="Microsoft">Microsoft</keyword> got Atlas when it bought aQuantive for a whopping $6 billion in 2007, <a href="http://www.businessinsider.com/microsoft-admits-its-2007-63-billion-all-cash-ad-tech-purchase-was-a-wasteheres-todays-ad-brief-2012-7">which it admitted was a total waste in July.</a>)
Why this is huge for <keyword id="6354576" type="CITY" weightage="60" keywordseo="Facebook">Facebook</keyword>
Although Microsoft has been trying to unload Atlas for a while, and will do so at a much lower price than the purchase sticker, this buy would be huge for Facebook. Not only would it allow more advertisers to connect with its users (the social network has a billion email addresses, and phone numbers in its user profiles) to better measure campaign effectiveness, but it could also <a href="http://allfacebook.com/facebook-external-ad-network-kevin-spain_b105751">help Facebook build an external ad network.</a>
Facebook already has a presence outside of its website. The "Like" button exists all over the internet, which allows people to interact with the social network — and allows Facebook to collect data — when they're not on their actual Facebook account page.
And a policy change in May alerted potential investors to the fact that Facebook users might eventually see specific ads based on information gathered on the social media site elsewhere online.
"We can foresee a future where we might serve ads off of Facebook, and they may be standard ads or they might be, 'your friend John liked' a product," <a href="http://news.cnet.com/8301-1023_3-57432916-93/facebook-policy-change-may-open-ad-front-against-google/?tag=mncol;cnetRiver">director of corporate communications and public policy Barry Schnitt told CNET.</a>
Facebook also tested a mobile ad network in September — that it <a href="http://www.businessinsider.com/facebook-stops-ad-network-test-2012-12">subsequently stopped testing in December</a> — that showed ads to Facebook users on <a href="http://www.businessinsider.com/facebook-mobile-ad-network-test-2012-9">different mobile sites and apps as long as they were logged into the social network.</a> (Although a Facebook rep noted that the ads wouldn't have the "social context" — meaning that you wouldn't be told your friend Bob likes Domino's when you're on ESPN's mobile site.)
Even though the trial was put on hold, this shows Facebook's clear dedication to giving Google a run for its money in the general web ad business outside of Facebook.
<div class="image-container float_right" style="width:389px"><div class="image"></div>BIFacebook CEO Mark Zuckerberg</div>Becoming a real Google rival?
This buy could make Facebook a true Google rival. Microsoft, after all, is the second ad server in the market behind Google's DoubleClick.
Lucy Jacobs, COO of Spruce Media (major Facebook media buyer) told Business Insider via email that this move is reminiscent of how Google became a powerhouse.
"Atlas would immediately give FB access to lots of inventory all over the broader web (off-FB display inventory)," she wrote. "It’s the same playbook that Google took when it acquired DoubleClick – use the ad server to turn into a multi-billion dollar ad network and ad exchange powerhouse. These ad servers are 'the plumbing' on the internet that deliver and track all the display ads all over the web, so it would immediately 'plug FB into' lots of publishers. Seems like a smart move for the F-book. Likely makes the $1B off-FB ad network revenue run rate more of a reality near term (i.e. – within 12 months)."
If Facebook wanted to have a competitive ad network, <a href="http://www.businessinsider.com/facebooks-next-step-will-be-a-display-ad-network-2012-9">which we believe it does</a>, its two options were to build or buy.
Scott Fasser, director of digital marketing solutions at B2B digital marketer Optify, told <a href="http://www.clickz.com/clickz/news/2230671/could-atlas-make-facebook-a-media-powerhouse">Clickz that buying Atlas, which gets billion of impressions a second, is the best bet.</a>
"It's a super-smart and big system that puts them squarely in competition with Google. Atlas is not something you can just build from the ground up; the system has developed over a decade," Fasser said. "It's not just Facebook using Atlas, everybody is using Atlas."
<a href="http://www.usatoday.com/story/tech/2013/01/15/facebook-google-yelp-foursquare/1836469/">Facebook has already taken on Google's search business with Graph Search</a>, taking on its ad business is the next logical step.
Why is Microsoft willing to sell?
Even though Atlas is a valuable asset to Facebook, Microsoft is ready to unload the product.
Slowly but surely, we have <a href="http://www.businessinsider.com/source-microsoft-may-abandon-the-ad-business-over-ie10-fiasco-2012-7">noticed Microsoft unloading its ad business</a>. And one of the first signs of defeat was when it admitted that its <a href="http://adage.com/article/digital/microsoft-admits-6-2-billion-invested-online-display-worth-today/235742/">$6.2 billion investment in aQuantive was a total waste</a> — and <a href="http://www.microsoft.com/en-us/news/press/2007/may07/05-18advertising.aspx">one of the main reasons it bought aQuantive was for Atlas.</a>
Microsoft also made many of its advertisers its antagonists when it made <a href="http://www.businessinsider.com/source-microsoft-may-abandon-the-ad-business-over-ie10-fiasco-2012-7">Internet Explorer 10's "do not track" feature a default setting without consulting its advertising department</a>.
It also <a href="http://www.businessinsider.com/heres-the-ridiculously-long-list-of-microsoft-marketing-executives-who-have-recently-left-the-company-2012-4">lost (or laid off) a slew of ad execs</a>, announced plans to <a href="http://www.adweek.com/news/technology/microsoft-scales-back-tv-ad-ambitions-140894">reduce its advertising TV network</a>, and cut its salesforce by 15 to 30 percent.
So the sale of Atlas isn't that surprising.
What's next for Facebook
If and when Facebook buys Atlas, which is a publisher and not an ad server, the next obvious step would be for Facebook to buy (or build) a grown-up, non-Facebook data management platform (DMP), giving it the same capabilities as a fully fledged ad network.
Jacobs, of Spruce Media, told BI that there are some risks involved with Facebook creating its own network.
First off, "an ad network may serve to only spread pre-existing budgets thinner (in other words, the ad network may not prove to bring incremental money)," Jacobs said.
The second risk: "An ad network targeting users on the basis of criteria "known" only to Facebook might be construed as breaching consumer privacy (regardless of any policies consumers have agreed to)."
Still, the rewards may outweigh the risk. Jacobs guessed that, "With an already huge base of advertisers Facebook's traffic is so great than an external ad network could easily increase revenues by 3x."

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7 Things You Need To Know About Social Media Strategy For Better Brand Engagement

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