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19. Integrated Marketing: A socialized marketing strategy is the best way to harness social media, meaning that incorporating social elements to what you're already doing will have the most immedi- ate impact. While a well thought out and executed social media campaign or strategy is great, why start from scratch? Integrating social media into other marketing and com- munications formats is a great way to get started and makes the other formats (such as email and direct mail) more effective itself. As an example, direct mail can actually drive social media interaction by prompting an action such as a 'like' on Facebook. Deliver magazine recently published a statistic: Customers who received a printed catalog spent more meaningful time on the company's website and purchased 28% more on average than customers who did not receive a catalog. This held true for every age category. Furthermore, emails that include social sharing buttons have a 158% higher click through rate. 20. Congruency and Consistency Matter: Your brand's voice on social media must be congruent with your business brand. It's important that social media content is vetted by the proper marketing/communication team members, if needed, to ensure that what's being shared on social would be shared elsewhere. Consistency is a key principle of influence and should not be taken lightly. Developing a content plan and staying true to your brand's essence is a vital key to great content that is published regularly and then distributed throughout all viable social channels. 21. Hire or Outsource with Discretion: Implementing and executing a full social media plan is no small undertaking and se- rious consideration needs to be made in terms of where responsibilities will fall. While some businesses find a full-time social media manager to be a solution, be sure the person who assumes this role truly sees the big picture and has a solid business background. Another option is outsourcing pieces or the entire process. Be aware that whenever you hand your social media over to a third party that they hold the responsibility of representing your brand's voice. Make sure they are up to the task and understand your business. i Fox News http://nation.foxnews.com/business/2010/08/06/google-ceo-people-aren-t-ready-technology-revolution ii Pew Research Center http://www.eplabdigest.com/articles/Social-Media-and-Medicine-2014-Update-and-Future-Impacts-Healthcare iii Business 2 Community https://smallbusiness.yahoo.com/advisor/83-exceptional-social-media-marketing-statistics-2014-160016146.html iv Facebook https://www.facebook.com/business/power-of-advertising v Mashable http://mashable.com/2014/04/03/popular-apps-chart/ vi Search Engine Journal http://www.searchenginejournal.com/2014-mobile-landscape-25-statistics-will-drive-future-mobile-marketing- infographic/89507/ vii IBM CMO insights from the Global C-Suite Study http://www-01.ibm.com/common/ssi/cgi-bin/ssialias?subtype=XB&infotype=PM&appname=GBSE GB_TI_USEN&htmlfid=GBE03593USEN&attachment=GBE03593USEN.PDF viii Hubspot: Facebook Automation Fail http://blog.hubspot.com/insiders/marketing-automation-fails ix Pace Picante Stirs Up Social Media Fail http://www.businessinsider.com/pace-picante-stirs-up-social-media-fail-kyle-kinane2013-12 x American Express Open Forum http://socialmediatoday.com/jordanv/2012901/14-stats-inform-your-2014-social-marketing-strategy xi Twitter, eMarketer, Huffington Post http://www.statisticbrain.com/twitter-statistics/ xii The 2014 Mobile Landscape http://www.searchenginejournal.com/2014-mobile-landscape-25-statistics-will-drive-future- mobile-marketing-infographic/89507/ xiii Top Blogging Statistics https://smallbusiness.yahoo.com/advisor/top-blogging-statistics-45-reasons-blog-180101993.html ProformaSocial.com

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