Develop a social media plan that integrates new and traditional media.
Some people are so obsessed with social media technology that they overlook their communication strategy.
They are so focused on gadgets, applications and tactics that they completely miss the obvious: These are only tools!
Tools are used to create or build something. Tools, technology and tactics are all a means to an end. The “end” is often defined in a well-written marketing goal. A goal articulates what success will look like and offers a clear, measurable definition of the desired outcome.
A communications plan should 1) target a specific audience, 2) define key marketing messages and 3) select the appropriate channels to deliver the right message to the right audience.
These communication channels should include a mix of traditional and new media. I define the two this way:
Traditional media primarily push information outward from a centralized source. They “broadcast” information in one direction. Examples are television, radio, newspapers, direct mail, newsletters and brochures.
New media (sometimes called social media) work best when the content is user-generated. Rather than broadcasting outward, new media rely upon interactions and conversations. Examples of new media are Facebook, Twitter, YouTube, WordPress and other social networking platforms.
Traditional and new media must be integrated if you want to build a strong and effective marketing communication program.