Social media is not a shtick

We go to many meetings to discuss PR and social media.  They are with both existing and potential clients.  One question that keeps coming up is what do/should we give up if we incorporate social marketing into our marketing scheme.  The question is usually related to limited time or money.  And our answer is…..nothing.

Social marketing is not a trade-off, it is an addition.  It is not a shtick, it is a communications tool just like advertising, direct, PR, online, etc.   If you are doing those things, continue to do them and then add social media and marketing into the mix.

One thing that has struck me recently is the rush for some businesses/organizations to get involved with social media, get ramped up, get engaged for a few months and then stop.  When the next communications push comes along, they then forget to use the social media engine they built as part of that next push.

Please don’t forget to use the social media equity you have built.  It is extremely valuable and not just a one-time shtick.  Like I said before, social media and marketing is a tool that once built should be used again and again.