Social Media is not an Introvert

Many companies reduced their marketing/marketing budgets with the economic downturn. Reducing is not always a bad thing. As a matter of fact, most companies and people in general would probably be better off living by a simplified strategy. But simplified does not mean cut out completely.

Lately, I have witnessed too many companies thinking and trying to maintain a primary Marketing Strategy of social-media only because they think there is little-to-no cost involved.

Social Media is not an introvert.

Social Media likes to be around other forms of marketing. Futhermore, it will only thrive in this environment. It will not succeed as a sole component. It appreciates being included as part of the Integrated Marketing Communications Strategy.

Like everything else, the social media piece to the puzzle is sort of a “catch-22.” If you’re visible on Twitter, Facebook and Foursquare (for example) but haven’t done any other more “traditional” or other marketing/promoting, then how will people know to find you in the social space (unless of course you are Coke, Starbucks or the like)? And on the flip side, if you are putting all your eggs into the “traditional egg basket,” how will you connect with the future?

Even with the “less than desirable” economic conditions, we must remember that effective and consistent marketing and promotion works. If million-dollar (or even thousand-dollar) budgets are cut, then companies need to take what they have and do what they can. Figure out how to keep all the puzzle pieces together without putting too much emphasis on one piece. Keeping your Integrated Marketing Communications consistent and properly merged right now could put you miles ahead of the rest once the economy has fully bounced back.