Social ideas not social media

For the past few years, most social media marketing has revolved around social media engagement. By that, I mean using social channels like Facebook and Twitter

1. To Talk with the target audience. For example, the way Radox uses Facebook to have two way conversations with fans.
2. For customer service e.g Comcast Cares on twitter

Or sometimes for commercial purposes e.g. Cash Generator on Twitter [disc: client].

However, I don't believe brands can treat social media as just another channel for engagement anymore. Social media is best used when its part of an integrated campaign.

Most people now are now familiar with social media and many use them [over 20M people in the Uk are on Facebook]. Brands therefore need to use social media channels in conjunction with other channels to ensure consistent messages.

Some brands have started doing this: Cadbury's spots and stripes campaign uses Twitter and Facebook as an integral part of the campaign to great effect.

T Mobile's new Welcome Home campaign does this a little but mainly used social channels as just another way of broadcasting a clever 30 sec spot.

I think the age of 'let's do a Facebook Page' is over and now brands need to take a holistic approach to social media and integrate it into all campaigns.