Maximize Your Social: A One-Stop Guide to Building a Social Media Strategy for Marketing and Business Success

Chapter 16

Integrating Your Social Media Strategy

Early in this book, you conducted a social media audit in order to look at all of your digital marketing properties for the purpose of integrating them into your social media strategy. Now it’s time to make this integration a cohesive part of the social media strategy.

Integrating social with other digital marketing properties requires more than simply ensuring a social media program does not exist as a silo within your marketing organization. Maximize Social Business is fortunate to have a contributor, Joseph Ruiz, who specializes in social media marketing integration and helps companies through the digital convergence of SoLoMo (Social Local Mobile). Joseph can shed further background on the importance of this subject and benefits of integration.

A BACKGROUND ON INTEGRATING SOCIAL WITH YOUR OTHER DIGITAL MARKETING PROPERTIES, BY JOSEPH RUIZ

Integrating social media with other digital marketing properties is critical for many reasons, the first being that consumers are increasingly social.

Consumers are social.

• Consumers are empowered by technology and the Internet: 1.7 billion people around the world will access the Internet using a mobile device in 2013. By 2016 this number is expected to grow to 2.5 billion.1

Consumers are mobile.

• Mobile search has grown 500 percent in the past two years (2010 and 2011).2
• Mobile search is always on. Seventy-seven percent of mobile searches occur in the home or office.
• Mobile search generates ...