Integrate Existing Advertising Channels with Social Media

Social media encompasses several important platforms including Facebook, Twitter, YouTube, and LinkedIn. Social media is not limited to giant social media networking sites. Several other examples of social media platforms are listed below:

  •  Collaborative projects ( Wikipedia)
  •  Blogs and microblogs ( Twitter)
  •  Social networking sites (Facebook)
  • Content communities (YouTube, Daily Motion)
  •  Virtual games (World of Warcraft)
  •  Virtual social worlds (Second Life)

social-presence

When a marketing department wants to integrate social media marketing channels in order to obtain channel synergy, the initiative can become very complex. This is the challenge that automated platforms for social media integration  is designed to meet.

Integration Challenges

Integrating social media with different marketing channels is often a challenging endeavor. Decisions need to be made based on big data analysis, and a number of challenges are faced. Some common challenges include the following:

  •  Quality –The quality on social sites varies greatly. Some posts are well planned and well executed. On the other hand, posts can also be careless, amateurish, or even abusive. Social campaigns must manage this variance in a way that traditional campaigns do not. When in doubt, only publish posts that you would be happy for the entire world to read. Keep the quality of content consistent, and always focus on the underlying purpose of your marketing campaign.
  • Frequency—Social media content must be posted much more frequently than content for many other marketing channels. This impacts the ability to coordinate social media campaigns to coincide with slower moving channels.
  • Ad Distribution—Both social and industrial media can attain global reach, but their individual structures are different. Industrial media tends to depend on a centralized, hierarchical distribution model while social media is less hierarchical, decentralized, and accessible through multiple points of exposure.
  • Accessibility—Industrial media may have a very high cost of distribution (e.g. Super Bowl television spots) while social media dissemination is often only the cost of individual time. Access to traditional media is often more limited than access to social media which exists in the public domain.
  • Production—Industrial media generally requires advanced production skills while social media can be produced by most individuals with basic computer literacy skills. However, a social media site used for business purposes typically should not look like it was created by a high school student with a camera phone.
  • Immediacy—Social media can have a very short creation cycle as promotional spots can be produced in a matter of hours. However, industrial media may take months between conception and distribution.

An Example of How Social Media Integration Might Look

All of these considerations can make integration and coordination a big challenge. However, the return on that effort is often just as big. For instance, imagine a campaign that begins on Facebook. The Facebook landing page reflects the upcoming event and gets the immediate attention of all of the company’s followers. Twitter reinforces this campaign through well-timed tweets. Traditional print media advertises the event to other customers that are not part of the social media community. The customer email list helps target the most likely recipients for the flyers. This concentrated effort snowballs the effect of the campaign over that possible with the individual channels. This level of informed coordination is possible through software platforms for social media integration.

Be sure to subscribe to the Blogger Heroe newsletter and get regular updates about awesome posts just like this one and more!

About kasper

Hey Guys I am Avinash a.k.a Kasper.I am one of the founder of this blog.I love blogging,gaming and other fitness activities.Blogging has taught me many things in my life and made me different from others.The only thing I believe is that if you ain't First your Last!

Speak Your Mind

*


*