{"id":2880,"date":"2011-04-13T19:31:26","date_gmt":"2011-04-13T19:31:26","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=2880"},"modified":"2011-04-13T19:31:26","modified_gmt":"2011-04-13T19:31:26","slug":"no-more-mixed-messages-integrate-social-media-marketing","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2011\/04\/no-more-mixed-messages-integrate-social-media-marketing\/","title":{"rendered":"No more mixed messages: Integrate Social Media Marketing!"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft\" title=\"mixed messages\" src=\"http:\/\/elizabethkuhnke.files.wordpress.com\/2010\/09\/mixedmessagesblog.jpg\" alt=\"\" width=\"288\" height=\"332\" \/><a href=\"http:\/\/www.tedrubin.com\/do-cmos-really-understand-the-value-of-twitter\/\">Social media marketing to most in the C-suite<\/a> is still a campaign-based tactic, viewed and managed separately, but it really should be integrated.\u00a0 Social media marketing needs to be woven into the fabric of all marketing channels and strategically managed from a 360-degree perspective.<\/p>\n<p>This integration is especially important around Customer Service, where the disparity between the customer experience in the social media channel and the customer experience in the traditional channel is a dangerous chasm.\u00a0\u00a0 The result is a mixed message around Customer Service \u2013 an area where none of us can afford to be unclear or inconsistent!<\/p>\n<p>Think of it from the customer perspective (as you always should):\u00a0 they get a quick response and dedicated attention in the <a href=\"http:\/\/www.tedrubin.com\/when-customer-service-drops-the-ball-who-do-you-call%E2%80%A6-twitter\/\">social media channel<\/a>, and then are subjected to the \u201csame-old, same-old\u201d via traditional customer service channel.\u00a0 Long waits (phone or in person) and inattention in one channel will immediately cancel out any gains from your social media marketing channel.<!--more--><\/p>\n<p>As you can see, social media marketing desperately needs to be integrated into ALL marketing channels!<\/p>\n<p>This integration of course takes time, but you can start the integration immediately with absolutely no <em>technical<\/em> changes.\u00a0 Simply be diligent in your social media channel about setting your customers\u2019 expectations. \u00a0\u00a0If the reality of your traditional Customer Service channel includes a 7-10 day response (refunds or backorder fulfillment, for example), then use your social media channel to respond immediately\u2026 and TELL THEM about the 7-10 day reality. \u00a0Then go fix that timeline, and when it is fixed\u2026 tell that too.<\/p>\n<p>Think of it this way:\u00a0 broken promises and mixed messages are a quick way to send your customers away.\u00a0 <strong>Kept promises and integrated messages, systems, and management are a quick way to create <\/strong><a href=\"http:\/\/blog.zuberance.com\/blog\/10-definitions-of-a-brand-advocate\/\"><strong>Brand Advocates<\/strong><\/a><strong>\u2026 the heart of your social media marketing channel. <\/strong><\/p>\n<p><strong> <\/strong><\/p>\n<p>The biggest marketing weakness today is the mixed message around <a href=\"http:\/\/blog.zuberance.com\/blog\/customer-service-%E2%80%9Cis%E2%80%9D-the-new-marketing\/\">Customer Service<\/a>.\u00a0\u00a0 It\u2019s up to your company to make integration a priority and give your brand a chance.<\/p>\n<p>Ted Rubin<\/p>\n<p><em>Originally posted at <a href=\"http:\/\/blog.zuberance.com\/blog\/no-more-mixed-messages-integrate-social-media-marketing\/\">ZuberRants<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Social media marketing to most in the C-suite is still a campaign-based tactic, viewed and managed separately, but it really should be integrated.\u00a0 Social media marketing needs to be woven into the fabric of all marketing channels and strategically managed from a 360-degree perspective. This integration is especially important around Customer Service, where the disparity &#8230; <a class=\"read-more\" href=\"https:\/\/www.thesocialcmo.com\/blog\/2011\/04\/no-more-mixed-messages-integrate-social-media-marketing\/\">Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[928,854,985,32,30,1195,1029,897,3],"class_list":["post-2880","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-brand-advocate","tag-customer-experience","tag-customer-service","tag-marketing","tag-social-media","tag-social-media-channel","tag-social-media-marketing","tag-social-media-strategy","tag-ted-rubin"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2880","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=2880"}],"version-history":[{"count":3,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2880\/revisions"}],"predecessor-version":[{"id":2883,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/2880\/revisions\/2883"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=2880"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=2880"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=2880"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}