More than 92% of U.S. businesses use social media for marketing. You may be one of them. But how intentional are your efforts? How should you be integrating social media with your other channels, such as print and email? Before answering that question, it's important to understand the role social media plays so you can put it in its proper place.

  1. Audience Engagement
    Social media platforms foster community building. They provide a space for like-minded individuals to connect, share experiences, and express affinity for a brand. Print materials introduce the brand, and social media builds a community around it. This sense of belonging enhances brand loyalty and advocacy.
  2. Real-time Insights and Feedback
    Don't think about social media as a place to push information. Think about it as a bustling hub of activity that allows for real-time conversations, feedback, and interaction. From comments and likes to shares and direct messages, engagement with your audience via social media provides you with unparalleled behavioral insights for future targeting in all of your channels, including print.
  3. Brand Visibility and Awareness
    Social media platforms are powerful tools for increasing brand visibility. According to one study, 63% of shoppers need to be exposed to a message three to five times before they start to believe it. Create content that is interesting, relevant, and sharable.
  4. Targeted Advertising
    Social media excels in targeted advertising. The ability to tailor content based on user preferences and behaviors across the web allows for highly personalized campaigns. What sites did your followers visit? What did they click on? The level of precision in behavioral targeting has incredible power to complement the targeting efforts in your other channels.
  5. Real-Time Updates and Agility
    Want to get information out there fast? The speed information travels on social media is unmatched. In a multichannel strategy, social media can act as your most dynamic component, providing real-time updates, promotions, and announcements. Real-time feedback through likes, shares, and comments allows for rapid iteration and adjustment of marketing strategies.

Social media is a dynamic force that complements and enhances traditional print campaigns. It builds community, fosters engagement, and provides opportunities for instant feedback. The combination of print's tangible impact and social media's interactive and real-time capabilities creates a holistic—and highly effective—brand experience.