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Follow on Google News | Social media marketers urged to ‘do their homework’ to avoid costly mistakesThe Direct Marketing Association (DMA) is warning marketers that they risk losing money by having their social media marketing campaigns rejected by the top four platforms for failing to comply with their marketing policies.
By: Tristan Garrick Each social media platform has its own policy regarding the hosting of marketing promotions, games and apps. Marketers must design their campaigns around these requirements, or platforms have the right to exclude campaigns for not meeting their criteria. Social media marketing has experienced a boom in the past couple of years; according to figures published by the Internet Advertising Bureau in March 2011, UK companies spent £132m on social media marketing during 2010 – 14 per cent of total expenditure on online display marketing. This represents a year-on-year rise of 200 per cent. Richard Evans, the DMA’s head of legal and compliance services, said that the DMA Social Media Helpdesk will help marketers avoid making costly mistakes: “Social media platforms have strict rules concerning the marketing apps, games and promotions they accept on their websites. Marketers need to do their homework on these conditions and restrictions, or else they run the real risk of producing work that platforms refuse to host. “We’re aware of a number of companies that have been left out of pocket because of their ignorance of platforms’ marketing policies. By calling our free helpdesk, marketers can avoid rushing into creating a social media campaign that falls at the last hurdle.” The Social Media Helpdesk is a free service for DMA members. Marketers can contact the helpdesk on (020) 7291 3360 or email legaladvice@ Contact: Tristan Garrick DMA PR manager Tel. 020 7291 3315 Email tristan.garrick@ # # # The DMA was formed in 1992, following the merger of various like-minded trade bodies, forming a single voice to protect the direct marketing industry from legislative threats and promote its development. End
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