It is Monday, but this is not Monday crankiness.  This is more of a I just don’t get it.  Let’s just get right to it.  This chart was published by Marketing Sherpa last week:

On the surface, this looks good.  Social media is in the process of integrating with traditional media.  However, when you look at the numbers a little closely, you might see what bugs me.  Only 1/3 and only 1/4 when you look at the company level have fully integrated social media into their marketing.

The mantra from most marketing folks, including this one is the benefit of integrating one’s marketing programs into a cohesive system.  Why is social media any different from what you use?

Yes, it looks different.  Yes, it acts different.  Yes, the methodology, interaction, communication , are all different.  Just because it is different, does not mean it should be treated like Ross Perot’s crazy aunt or the ugly step child or any other catch phrase when it comes to your marketing strategy.

All of your marketing programs be they offline or online can benefit from social media.  Likewise your social media programs will benefit with support from your offline and online programs.  Combining them together, and you will see better results.