Yes that is a tongue in cheek title to the post, but I could not resist. MediaPost reported that a panel at the OMMA Global conference recently stated that marketers should not think of social media as a separate marketing channel, but as a fabric running through all advertising and promotional efforts.
Really? That is cutting edge news from the OMMA conference. Now where had I read that before? Or yes, here , here , and here.
Successful social media marketing is not a one-off event where you hope that some linkbait will bring you lots of publicity. It is not a Twitter or Facebook account that had no goals. At its most fundamental level, SMO is making your content accessible to people online regardless of where they are. This content could be a video on YouTube, a profile on Facebook, or a presence on a niche social site like aSmallWorld.net
I find it impossible to see how a social media campaign could run in a vacuum and not be part of any existing campaign. That senior marketing and agency executives are just reaching this conclusion I find a little amazing.
It is absolutely necessary to establish its own Social Media Marketing AND Communications strategy. Otherwise there is no way to build up its own audience. It takes at least 12-18 month to establish an appropriate community.