One of the main challenges of social media marketing is integrating it with traditional marketing channels. As you can see in the chart below, based on survey results of more than 3,300 marketers — looks at the percentage of organizations incorporating social media into the marketing mix, and the scope of the integration.
Only one-quarter of organizations surveyed were extensively integrating social media with both online and offline tactics, with an additional 31 percent working towards this state.
This isn’t surprising. It’s necessary for corporate marketers to understand that integrating social media (online tactics) with traditional marketing channels (offline tactics) isn’t easy. But it’s necessary. The problem is that the majority of companies still don’t value social media because ROI is difficult to calculate. Executives want to know that whatever they’re spending on social media brings results.
That’s not to say that all companies who are successfully integrating social media with other channels follow the same logic. As I wrote last week, KFC takes a different approach to the ROI thing. KFC thinks companies should measure their ROI as a result of customer loyalty. They’re focused on driving advocacy first, sales second. Is this the right logic to follow? I think it is.
It would be very interesting to know what logic companies that integrate social media with traditional channels follow.
If you’re a community manager or a marketing manager in company that’s trying to integrate, what logic does your company follow?
What do you think?