I’m often asked what traditional marketing method someone should replace with Social Media. My answer is always the same.
When Marketing is done right, replacement is rarely needed.
I’m aware that statement says a lot with very few words, but it’s true. Marketing done right tracks ROI (return on investment). Unless it’s become so ineffective that it’s too low and not worth the time or heaven forbid negative , why in the world would you “REPLACE” it?
The correct way to use social media, or any new marketing method for that mater, is to augment existing marketing with the new technology to leverage the value of each.
I don’t want to go to far into this as it will be a spoiler for attendies at the “Social Media Tulsa” Conference:
http://socialmediatulsa.org/smtulsa-conference2011/
Want to see some companies doing integration well? Start off by looking at State Farm, or Tempur-Pedic I’ve linked to their social media sections.
I’ll be blogging more about this topic after the conference. Until then please ask questions about social media integration or provide examples where you’ve seen it done well in the comments section.
