The Social Media Bible: Tactics, Tools, and Strategies for Business Success, 3rd Edition

Selecting the Best of Both

When you develop your integrated marketing strategy, you will need to identify the best media for each demographic. Sometimes it will be conventional marketing tools such as selling RVs to the retired; direct mail might still be the best way to reach your targeted demographic. Sometimes it might be a combination such as selling RVs to the retired. The fastest-growing demographic is the 54-plus-year-old. Or sometimes it might be just social media such as selling RVs to the retired, as Facebook’s fastest-growing and most active population is the 54-plus-year-old.

Remember that when you craft your message, it will be different for each medium you use. The copy in a newspaper article will be significantly different from a tweet or what you post in a blog. They’re different audiences even if they are the same people. When we’re hanging out drinking a beer, I would expect your language to be different from when you come over for Thanksgiving with the family. Remember your audience, the platform (be it conventional or social media), the culture, and the rules within that environment.