Social media is a tool, not a strategy.
Just as each product and service has its own universe of prospective customers from which to segment and target, so do social media platforms. Each platform, whether it is Facebook, Twitter, LinkedIn, Instagram, Snapchat, Tumbler, or any other number of niche platform, skews toward different demographics, psychographics and technographics. When developing one’s integrated marketing strategy, or omnichannel strategy as some choose to call it, the social media factors must align with all other goals and tactics so that it is an integral part of the strategy rather than an afterthought.
Additionally, a social media strategy should take a holistic approach that leverages all kinds of content that align with the overall strategic goals of the company.
Paid Media includes any content that costs the company money each time a consumer either views the content or takes an action on the content (e.g. clicks an ad)
Earned Media is the content that consumers see when others take actions on published content.
Owned Media is the content that the company has published on their own ‘digital real estate’
Shared Media is what a company pushes out on their social media accounts to their followers and prospective followers.