Integrating Online Social Media Into Your Media Plan.

By now, you’ve probably read numerous studies that point to the benefits of adding online advertising into your traditional media mix. You know it’s important to reach your audience where they live, and that’s typically both in traditional media as well as online media.

But what about online social media? It’s different than traditional online banner advertising. We’re talking blogs, microblogs, LinkedIn, Facebook, vertical industry discussion forums, customer reviews, YouTube, and the list goes on. These are sites where listening, engaging in communication and contributing content are key components to building your brand. It’s not about shouting about your brand at the top of your lungs, but rather about building relationships through multiple, ongoing conversations.

In many cases, integrating online social media into your media mix is beneficial as it strengthens the media plan—by communicating with your audience through an additional outlet where they are engaging. Many top companies share this belief:

• 63% of “best in class” companies plan to increase their social media marketing budgets this year, according to Aberdeen Group.
• eMarketer estimates that worldwide social network advertising will increase to $2.3 billion this year, up 15% from 2008. In the U.S., the growth rate will be a more modest 10%.

The first step is listening to the conversation. This can be accomplished through various online social media monitoring services. These services allow us to understand where the conversations are taking place and what is being said—both positive and negative.

The second step is starting to engage in the conversations. Many companies start this step by creating a blog. Extendable conversation pathways exist through established forums and Facebook groups (or equivalent groups). You can also create new portals which allow you to converse in a branded (or un-branded) site and directly communicate with a select audience. This last method proves to be the most time and labor intensive option and doesn’t necessarily prove any more beneficial.

The last step is all about monitoring the discussions. Applying the metrics that tie back to your marketing goals is key for measuring the overall success.

At the end of the day, know that the big picture is not about digital or traditional media or whatever new idea comes along next. Success is about good ideas, a compelling message, and a solid strategy combined with an integrated media mix—allowing your message to speak to your audience when and where they are, at any given time.