Social Media Marketing by the Numbers

Social media marketing is all the rage. But does it really pay off? Here's a look at six strategies and how smart companies are using them.

Bill Mayer

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	Should you hire a celebrity tweeter? Here's how two companies turned B-List star power into A-List promotions.
	How to promote your company on Facebook The social network is a perfect match for contests, sweepstakes, and giveaways. Here's how two companies turned their "Likes" into loot.
	Is Foursquare really a great place to advertise? Luke's Lobster used Foursquare Specials to help market its new store. Experts weigh in on what it could have done better.
	Why it doesn't pay to buy yourself a Twitter following If you're tempted to buy yourself a fast, random, social following, read this first.
	Translating Viral YouTube Videos Into Sales Want to go viral? Forget traditional PR in favor of a social media-savvy firm (or some creative college students) that can create an irreverent video hit that translates into sales.
	Is rewarding customers for referrals worthwhile? How Sweet Spot, a hair removal salon, used Blue Calypso's word of mouth solution to generate sales and repeat clients—something LivingSocial had failed to do.

J.J. McCorvey is a reporter at Inc. magazine, where he covers a wide range of topics, including technology and business research. He has covered metro news for The Detroit News, and his work has been featured in Men's Fitness. @jmccorvey

Issie Lapowsky is a reporter at Inc. magazine. She has covered lifestyle and entertainment for the New York Daily News, and her work has been published in BlackBook magazine and The Brooklyn Rail. She lives in Brooklyn, New York.