In today’s marketing world, organizations often ask us whether they should choose to use traditional media and advertising or choose social media. While there are some situations where sticking with one medium might be necessary, we usually recommend our clients integrate traditional media and advertising with social media in their marketing plans.
Social media platforms like Facebook, Twitter, and YouTube are no longer considered mediums for the 18 – 35 age group only, they have established themselves within every age group. Evaluate each social media platform the same as you would each radio and television station, or print medium. Evaluate them in regards to your overall marketing goals and gauge them on their own merits and them add them to your plan.
We have plans for everything right? Business plans, marketing plans, crisis communication plans, public relations plans and even war plans. We love plans! Ok maybe not everyone loves war plans. Your marketing plan should guide your communication strategy and manage your communication efforts by balancing the media “mix” that now includes tried-and-true traditional media and advertising as well as online social media channels.
Can you make changes to your yearly marketing plan early? Yes! It’s ok to make changes to your plan. In fact, we encourage it. During the Gulf War in the early 90’s, I remember General Norman Schwarzkopf saying the most successful plans are the ones that have the ability to adapt and change. That has stuck with me for over 20 years because I think he was right, but not just about war plans. Adapting your marketing plan by including social media either for advertising purposes or to create community awareness and promote events will position your organization for success. Social media must become a part of your marketing plan.
So to wrap this all up. Social media is good. Traditional media is also good. Marketing plans are good. War plans are bad, except for when they are good. Making changes that increase your chances of being successful are very good.