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.