Why Integration of Social and Traditional Media is Important

Synergy-the combined effect that exceeds their individual effects.

This certainly applies with marketing. But it takes more than just playing lip service to social media by adding a Twitter or Facebook bug to your ads, PR and direct marketing plans.

You need to define a process that works for you. There is no cookie cutter approach that will work for everyone. Granted there are best practices to follow, but it begins with the question of “how do I think” about blending the old with the new. The key is that there is value in integrated thinking.

Tom Martin, founder of Converse Digital, outlines 6 steps in establishing a social media framework:

  1. What’s the goal? It’s simple but important. Start with what your business goal is.
  2. Who’s your audience? Go beyond demographics. What do they look like, where would they hang out?
  3. Where’s the audience? Go beyond the obvious like where are they in their lives?
  4. How can I connect? What’s the best way? It may not be traditional.
  5. How do you keep the conversation going? Once you open the dialog, what’s next?
  6. How can the conversation get going; can I get my audience to introduce me to others? People are afraid to ask people to pass info on. You’d be surprised that people if they know, like and trust you will be your biggest ambassadors.

So when you’re putting together a plan, make sure you think – Integrate!

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