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Social Media Marketing: Strategies for Engaging in Facebook, Twitter & Other Social Media by Liana Evans

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38. Align Offline Marketing Strategies with Social Media

In today’s ever-connected world, the online world’s effect on our everyday offline lives is growing considerably. It’s hard to miss television ads that scream “Join our Facebook fan page” or “Google Pontiac.” People go online to search for their favorite commercials, or to find a columnist they’ve read in a magazine they picked up in the airport.

Companies are making the Web an extension of their brands, and social media is taking a huge role in that extension. The companies that realize their offline marketing strategies need to be fully aligned with their online activities—including email, pay-per-click advertising, search engine optimization, and social media—are the ones most successfully ...

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