Five ways to integrate social media into your overall marketing mix

"Social media marketing does occupy a useful place, but it is still best used in conjunction with other marketing, rather than as a single magical cure-all that exists in isolation.

One important reason for this is that the audience engaging with you over social media channels is likely to be smaller than the one exposed to your brand through more traditional channels such as advertising, in-store or via word-of-mouth. While things may develop to the point where social media users reach critical mass (especially for very niche products with a young demographic, for example), for most businesses this is not the case yet, and so it’s wiser to spread your bets."

Five ways to integrate social media into your overall marketing mix | memeburn