We continue to test social media to supplement the Dow Jones audience. Here are the latest updates.
FACEBOOK We're maintaining a baseline paid presence on facebook. We also ran some small scale tests targeting local audiences. We tested Denver, Iowa, San Fran and Atlanta. Iowa had the highest engagement. We will continue to look at the numbers going forward.
PAID SEARCH We rolled out paid search on Google for terms like "best advisor" or "advisor near me." The initials indications are good; it is more expensive relative to facebook, but presumably a higher quality visitor.
LINKEDIN LinkedIn is an interesting case study. So far the cost to drive someone to the rankings page is exorbitantly more (up to 32x) expensive than other channels. Also, the engagement (likes, comments) is lower. Despite this, we think with very precise targeting, it can justify the high cost.