April 27, 2012

As long as brands use social media as one prong of a larger integrated marketing campaign and tie it to a clear marketing objective (e.g., brand building, drive trial or repeat, etc.), then yes it matters. But if a brand is doing social media without clear objectives, it matters less to a buyer that you are active on Twitter, Facebook or Pinterest.

The basic principle to remember is that buyers want to see a marketing plan (or, marketing strategy) to help them understand what you will be doing to drive shoppers to their shelves time and again. If your social media tactics help support that – along with your overall marketing plan – then you’ve completed an important prerequisite to pitching your brand to large retailers.

Remember, social media alone is not a marketing strategy, but a tactic used to carry out a marketing strategy.