The integration of social media channels with traditional media channels is a much talked about subject. Marketers are learning the importance of using both types of media in their efforts to market their products and services.
I recently began assisting several companies in my hometown with their social media efforts. I started this endeavor three months ago with my initial goal being the establishment and growth of accounts. One of the companies I am working with uses a media mix and combines traditional media and social media considerably well. For the media mix, we include social links in all email correspondence, we mention social accounts in print advertisement, brochures, and even billboard. We also use social media to drive consumers to the website and have used employee and client testimonials from social media in print advertisement.
The above photos were used in social media and print advertisement.
Example of most recent print brochure.
I found examples of companies using social media and traditional media in an article online titled, “How companies integrate social media marketing into print advertising.” The link shows questions/tweets and responses about companies that have used print advertisement to promote social media marketing. See more Questions/Tweets HERE. The following are the ones I was most familiar with:
Below is a picture of the ad and the link to an article by Mashable.
As you can see, Trident used positive tweets from social media in traditional print advertising. This enforces brand loyalty from the consumers highlighted, and since people love to trust reviews by their peers rather than company claims, it gives the positive remarks credibility.
Around 2009, Domino’s found themselves in a PR nightmare. Domino’s already had several unfavorable reviews when a YouTube video by a disgruntled employee went viral.
In response, Domino’s created a video response of its own, posting it on YouTube, then began addressing the concerns of the public in traditional media, as well.
After addressing the prank video they created another video about customer complaints and reviews on social media. Domino’s also created traditional television commercials showing the public that they were hearing and addressing the issues that consumers had.
Overall, I think Domino’s did a excellent job of combining traditional media with social media. Here is a link to a more in-depth article about how they integrated traditional media with social media: Read more about Domino’s HERE .
The importance of integrating traditional media with social media is clearly apparent. Using one type of media is good, but employing both traditional and social media is better. With the implementation of some relatively straightforward tactics, it is not difficult to accomplish this integration.