SOURCE: Unicast


January 10, 2011 08:00 ET

Extend Your Brand Message to Millions in Five Easy Steps

Unicast Provides Tips for Marketers to Integrate Social Media With Online Ad Campaigns

AUSTIN, TX--(Marketwire - January 10, 2011) - According to eMarketer, in 2011, four in five U.S. businesses with 100 employees or more will take part in social media marketing. With a combined user base of more than 690 million, Facebook and Twitter provide advertisers with a rich platform on which to reach new and existing demographics. Unicast (, a leader in online interactive rich media and video advertising solutions, has developed easy-to-implement best practices, tips, and strategies to help advertisers effectively and efficiently integrate social media into ad campaigns to increase brand visibility, relevancy and user engagement.

"The vast majority of marketers agree that social media is a powerful tool for brands and that in today's market, it's about being present and part of the conversation," said Luca Milano, vice president of product solutions for Unicast. "Companies are spending a lot of resources building social media campaigns and it's a huge missed opportunity not to extend those efforts into their online ad campaigns. It is essential to evolve the social strategy with formats that put your brand where the people are."

1. Include your existing social presences in all of your online ad campaigns: Nearly every brand and product has made the leap into the social media space, on Facebook, Twitter, YouTube or a mix of the three; an easy way to drive additional engagement with those accounts is to include links in your online ad campaigns.

2. Use the right social icon for clear calls to action: Use the Facebook or Twitter icon when linking to a brand's Facebook or Twitter page within an ad, and know when to "share," "tweet," "like," and "follow."

3. Keep posts and tweets short and sweet: When allowing a consumer to post pre-defined brand or product messages to Facebook or tweet on their Twitter account, keep the character count as low as possible and utilize URL shorteners.

4. Pull tweets in your ads, but monitor/scrub them first: Focus on manually scrubbing and monitoring tweets, so that the ones making it into your ad campaigns reflect your brand in a positive light.

5. Partner with companies and services that focus on social media: When looking to scale online ad campaigns that incorporate social media, look to partner with companies who have social media as a core competency and technology.

For more information about the best tactics for advertising on social media platforms visit:

About Unicast:
Unicast is a pioneer and leader in online interactive rich media and video advertising creation and management offering Internet marketing and online advertising solutions through the powerful combination of its proprietary visualization technology and a full range of campaign optimization services. Unicast's technology and advertising services solutions are powering some of the world's most esteemed brands globally. Unicast is a proud member of the DG family of companies. More information on Unicast can be found at

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About DG:
DG provides innovative technology-based solutions to the advertising, broadcast and publishing industries. The company serves more than 5,000 advertisers and agencies through a media distribution network of more than 28,000 radio, television, print and Web publishing destinations throughout the United States, Canada and Europe. DG utilizes satellite and internet transmission technologies, creative and production resources, digital asset management and syndication services that enable advertisers and agencies to work faster, smarter and more competitively. Through its Unicast, SourceEcreative, Treehouse and Springbox operating units, DG extends its benchmark of excellence to a wide roster of services ranging from custom rich media solutions and interactive marketing to direct response marketing and global creative intelligence. For more information, visit

Contact Information

  • Media Contact
    Katie Gerber
    Atomic PR, Los Angeles
    P: 323-648-5427
    E: Email Contact

    Unicast Contact
    Ellen Durbin
    Senior Marketing Manager
    P: 512-354-3154
    E: Email Contact