Helen Edwards’ column in this week’s Marketing magazine really struck a cord with me “your social media strategy comes back to basic brand strategy”. It also emphasises the importance of integration – remembering that often social media will drive traditional campaigns or visa versa.
So when implementing your digital strategy you should adopt a back to basic approach and not neglect the following:
- When implementing a traditional media campaign, always think of the potential applications and additional possibilities offered by incorporating social media into your campaign;
- When implementing a social media campaign, always think of the potential applications and additional possibilities offered by incorporating traditional media into your campaign.
It sounds simple but often PR professionals lose site of this – social media may be (relatively) new and exciting, but it should not come at the expense of your existing media and brand strategy – it should enhance it.
Clever and effective media campaigns will be talked about online…but similarly clever and effective social media campaigns will probably feature in print as well…