I often talk about Earned + Owned + Paid media, such as in my Slideshare presentation on social media. Therefore, I was excited to see Tom Martin’s article at the Social Media Examiner about using social to leverage advertising and vise versa and allow social media to bring believability back to an advertising campaign.

The full article is at http://www.socialmediaexaminer.com/how-to-integrate-social-media-with-traditional-media/ but the first 6 questions to ask yourself as an advertiser are:

  1. What is the business goal of our campaign?
  2. Who is the audience for this campaign?
  3. Where is this audience?
  4. How can I connect with this audience? Or put another way, what will get them engaged?
  5. How do I keep the conversation going after the campaign starts?
  6. How can my audience introduce my brand? 

Your own web site, your social media efforts and your advertising all play a part in answering these questions. In other words, Earned + Owned + Paid media play an integrated part in your marketing strategy.

Keep these in mind when thinking about social media PLUS audiences accessible via targeted advertising.

A great way to summarize the thinking is from a comment Daniel Stoica left on Tom’s article:

Full integration of all marketing efforts is the only way to achieve synergy and maximize the outcome of your efforts.
Business Plan -> Marketing Plan -> Social Media Marketing Plan -> Strategies -> Tactics
It has to flow!


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