Description: As brands struggle to find the right mix of organic and paid campaigns on social media, Benefit Cosmetics has found an approach that works: Organic social media marketing is critical, supported only occasionally by paid efforts.

Source: eMarketer.com

Date: Nov 30, 2017

Link: https://www.emarketer.com/Article/How-Benefit-Cosmetics-Uses-Organic-vs-Paid-Social/1016793

Questions for discussion:

• What is the difference between organic and paid social marketing?
• Why would management want to use both?