Why social-media marketers shouldn't go it alone

07/9/2010 | iMedia Connection

Social-media marketing must be integrated into companies' broader marketing efforts if it's to be fully effective, writes Jeff Hassemer. Social metrics can be cross-referenced with other marketing databases for best results, Hassemer notes, and promotions can be done offline and online. "In the end, we should learn from the mistakes of the past; do not treat social media as an isolated channel within your marketing mix," he writes.

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