Social Media Marketing For Dummies, 2nd Edition

Treating SMM in Isolation

Marketers who don’t integrate their SMM activities are always bound to fail. The reason is simple: You can’t market to customers in a conversational, personal, and transparent manner on the social platforms but then use a different language, style, and tone elsewhere. Your SMM activities must always complement existing marketing initiatives.

So whether the rest of your marketing efforts constitute display advertising, search engines, TV advertisements, print, outdoor media, advertising on mobile phones, or just a few of the these, make sure that you’re thinking about how SMM works with those other marketing efforts. Ideally, each of those marketing initiatives should tie in with the SMM ones, as SMM strategies and tactics can be promoted and extended through these other advertising formats and media, too. This especially applies to mobile, where increasingly cellphones allow for social influence in new and dynamic ways, with applications that integrate customer reviews and real-time polling for feedback.