Every day, social media plays a bigger (and more expensive) role in the way brands find and court new customers. From ever-evolving social advertising opportunities, like video ads on LinkedIn, to the rise of social advertising by politicians in a contentious election year, one thing is clear: Businesses have more paid ways to crack the social code than ever before. The question is, who's paying for what -- and is it really working?

Small businesses are on board already, to varying degrees. I asked a panel of successful young entrepreneurs to share one paid aspect of their social media strategy that has actually worked. Here's the advice they'd offer other entrepreneurs who want t…
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