I just love it when I read a blog post that substantiates what I’ve been telling anyone who will listen — social media alone is not a panacea for your marketing ills. Jay Baer recently posted a smart piece about social media in his Convince and Convert blog. Baer states that online marketing is about more than social media. I couldn’t agree more.
Social media is a very effective tool in the marketing toolbox. I’m a huge advocate for the smart use of social media. But don’t forget the other online tools, like website usability, search marketing and online advertising. And (gasp!) you may also want to dust off that offline marketing toolbox and take a peak at that brand you’ve been neglecting while posting incessantly on Facebook and Twitter.
Here’s what Baer had to say - “Should agencies develop social media competencies, and help their clients create sound, sustainable social media strategic plans? Absolutely. But, social media does not work as a solo act. . . . it’s imperative that social activities are integrated with other elements.”
Bravo Jay Baer. Jay is talking about integrating social media with other digital marketing strategies. I’d like to take it a step further. Social media needs context within your overall marketing mix, both online and offline. Before jumping online, take the time to consult a professional who has broad-based marketing expertise and can teach you how to use social media to build your brand and strengthen your image.
In the wrong hands, social media is like a loaded gun. It can cause more harm than good if you don’t know what you’re doing. So consult a professional and learn how to use it before somebody’s brand gets hurt.