Integrating Social Media into the Marketing Mix

Web 2.0, Twitter, Facebook, YouTube

These social media platforms have changed the way we seek and share information and are quickly gaining momentum as communication channels in the business world. Many organizations are turning to social media to build their brand and promote their products and/or services in ways they have never achieved before.

Considering how social media channels can create customized audiences - and have the potential to support your organization's efforts to build relationships with these audiences - it’s not surprising so many organizations want to harness this wave

We liked this definition of social media from Brian Solis, a notable and respected U.S.-based blogger and principal at Future Works PR:

“Social Media is, at its most basic sense, a shift in how people discover, read, and share news and information and content. It's a fusion of sociology and technology, transforming monologue (one to many) into dialog (many to many.)”

At Communication Solutions, we consider social media a powerful communications tool that can compliment and enhance how you engage with your target audiences online. When it comes to using social media channels, we also believe that just because you can does not mean you should. At least not without the same consideration that should be given to all other marketing communications efforts.

Which is why we apply the same questions to social media as we would to any other marketing communications tool:

• What is your goal?
• Who are your key audiences?
• What do you want to share with them and have them share with you?
• What are the most effective communication tools to achieve this?
• How can this social media relationship strengthen your brand?
• Does your organization have the capacity and resources to implement and sustain a social media campaign?

Each organization has unique needs.

At Communication Solutions, we develop customized marketing communication plans to ensure the best measurable outcomes from each marketing communications effort. In the case of social media, these efforts may translate to more visibility online, increased web visits, more views of your organization’s content on video and photo sharing sites, and more references to your organization on other websites.

We look forward to having a conversation with you about your organization's communication goals and challenges. We can help you decide whether to integrate social media into your marketing communications plans, and guide you through the process so you have clear expectations and measurable results.

Read about our social media campaign for the BC Ministry of Healthy Living and Sport.