How do I #integrate my marketing across social media channels?

Despite the fact that is is something that many of the older generation can't seem to understand, social media and the opportunities it provides to businesses and brands to reach and inluence their customers is a phenomenon that is only continuing to grow in potency.

(If you require an actual definition of what social media is, you are in the wrong place my friend).

So, you create one post, and then share it to every social networking site imaginable: Facebook, Instagram, Twitter, TikTok, YouTube, SnapChat, Pinterest... integrated, no?

Or you find a professional in each of the platforms, and let them have full creative control over what they post on said platform, in the name of the brand... still no?

To use social media marketing effectively, you need to be a little more strategic than that. And it all comes down to that buzz word: integration.

So how do you actually achieve integration across social media channels?

According to Schiff, there are some seriously simple steps you can follow to achieve social media integration.

First: have a consistent look. Does your brand have a logo or colour pallette it uses? Start there. Link everything from fonts to image styles; while different posts may not be made by the same person, they should feel like they were.

Next, make your content clear and consistent, and adaptable for each individual platform. You wouldn't post an Instagram flyer to YouTube right??

That doesn't mean your content can't be consistent. Perhaps use the same actor in your still and interactive campaigns? Tell the same story, just through different media?

The key here is to keeping it adaptable, so it can be used across channels without completely rebuilding the wheel.

Similarly, you must keep your messaging integrated. Link social media campaigns to the company website, and keep phrasing and terminology similar. And don't contradict yourself! Remember, keep your messaging simple.

If you run a Facebook promotion offering a discount on your knock-off Airpod earphones, don't then run a simultaneous post on TikTok where you declare that your brands flagship product is a super cool backpack, and if you order TODAY you'll get 15% off!

Esto es confuso... what is it you actually sell?? Nobody has time for that!

Ok, so by following those three simple steps, and posting similar but tailored content across social media channels, it's job done...? Defintiely still no.

Mangold & Faulds remind us that our social media marketing campains are but one component of our wider brand marketing strategy! Damn, thought you were home free right?

While not the focus of this piece, it is pertinent not to forget that social media plays a "hybrid" role in our overall marketing mix. Billboards, web advertising, radio, TV, product placements... it's a big wide world there, and we mustn't forget that while it is admittedly *awesome*, social media only occupies a small corner of our overall marketing strategy.

We will round out with some final words of wisdom from Taylor, who suggests taking a longer-range view when compilng campaigns, rather than just trying to get an immediate (but likely short-lived) increase in sales. Take the consistent styling, phrasing and messaging discussed above, and use it to build lasting relationships with key customers. Relationship building is far and away the most important benefit of social media, so use it! Build your brand, foster long-term relationships, and prosper!