Social Should Complement, Not Replace

With Facebook's public stock offering taking center stage on Wall Street last week, the spotlight on social networking and media has intensified. While social may have established itself as a brand-building requirement, its role in the marketing channel mix will continue to be scrutinized and analyzed. And rightfully so. Many marketers have learned the hard way that social media platforms can't yet replace all other marketing channels. Instead of an either or strategy, smart Rainmakers know that social efforts should not represent a stand-alone solution, but rather be an integrated part of a broader strategy that leverages the scale and consistency of paid and owned media. A Facebook brand page, YouTube channel or blog illustrates a brand's willingness to communicate directly with consumers on their terms. That social interaction can help brands build consumer trust, differentiate themselves through emotional connections and leverage the loyalty of dedicated fans. But as we saw