True Social Media ROI is All About Integration

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FalseInfoForSMNot long ago, a client came and asked if we could “help her business go viral” by launching social media for her company.

In her mind, she was envisioning a world where she could start a Facebook Fan page and post a few Tweets, and immediately her audience would flock to her website.

While it would be great if it really did work that way, it took awhile to explain to her that “build it and they will come” might work in Hollywood, but it doesn’t work on the social web.

Success with social media is inextricably linked to your entire marketing plan.  “Integrating social media into search and PR are the two most obvious and proven success tactics in the industry,” says Aaron Kahlow of ClickZ.  “Integrate social and see the results.  Let it stand alone and you may be in for a rude awakening.

We are past the point of wondering whether social media is something we should participate in; it’s not an “if” but a “when and how” question for any business who wants to thrive over the coming years.

One of the main reasons for that is Social Search – that is, where conversations taking place on social media sites become a part of the search engine result listings – otherwise known as “real time search.”  (Learn more about how social media helps your search results).

Too often, business owners tell me that they aren’t experiencing a return on their investment of time with social media.  When you approach social media with a strategy, and integrate it into your overall marketing plan, you’ll begin to leverage your efforts and see bottom-line results.

11.16.2009

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