Frank — thank you for this! I dipped my toe in the water of social media advertising (only $30, but I still regret it!), and zip happened. I was trying to promote my book, but as it turns out, the only way I’m getting people to check it out is by engaging with them on specific FB groups and other social media areas where I subtly work it in as a possible solution to someone’s problem. I agree with you that advertising is a dying, lost art. It really is about engagement, getting on a stage and zigging when everyone else is zagging. Bookmarking this one for one for whenever I’m tempted to run an ad campaign on social media!