14. How to Integrate Social Media into Your Marketing Plan

What do Geico and Shane Company have in common? They’re both well-known brands that have made their mark with clever, catchy advertisements. But they also share a less flattering accolade that binds them together: They have largely failed to integrate their communications campaigns with strong, long-lasting brand messages that resonate with customers over time.

Tom Shane’s commercial narrations for Shane Company, his chain of jewelry stores, left people wondering whether the brand could truly deliver on its promise to be their “friend in the diamond business.” It wasn’t until people actually went to the stores that they believed the premise: a store full of friendly, knowledgeable salespeople ...

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