Tom Martin just wrote a good article at Advertising Age about Why Ad Agencies Should Own Social Media. He touches on topics that a few of us raised in a #SM77 chat on Twitter on September 14. But the part of Tom’s article that really resonated was what I’ve been saying for some time now and that I want all marketers to understand:

social media cannot be a silo. To truly leverage the power of the channel, it must be integrated with a brand’s total communication program. It must be integrated both operationally and in terms of the brand’s communications programs.


2 thoughts on “Social Media Must Be Integrated

  1. Brian,

    Thanks for the hat tip. Agree with you and the SM77 crowd (think I was on that one) that to really get social you have to understand that it’s truly unlike any of the previous channels we had… it crosses over pretty much anything and everything your brand touches.


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