Integrating Social Media into Your Marketing Plan

Many organizations are struggling with how to engage their clients and build online communities. While there is no "best" way to build social media communities, there are a number of ways to integrate campaigns to both build and leverage your online relationship with clients.

Campaign Integration – Community Building

Integrated campaigns make it easy to use social media as a call to action. Many marketers use direct mail and email to drive prospects and customers to a pURL or microsite. Once a respondent has landed on a microsite, it is considered a best practice to try and engage that person in your social media community. For example, a direct mail piece may drive a respondent to a microsite to learn more about an upcoming event for a nonprofit. After the respondent has registered, they could be offered a one click solution to “like” the product or “tweet” that they are attending the event. This process immediately connects the respondent to the organization and also leverages the respondent's entire community on behalf of the organization.

Campaign Integration – Leveraging Community

Many campaigns can leverage an existing community to drive results as well. Using the example above, the same organization could do a series of social media post that drive respondents to a microsite that would allow them to register for an event. By leveraging the social media channel they can drive incremental responses for a very low cost.

Allegra has significant expertise in social media integration. Our experts can work with you on crafting a strategy that will integrate with your direct marketing effort.