Blog

Social media integration - the definition of integration in the social media paradigm by Prashant Pinge
27th May 2011

The golden age of social media has dawned. There is no knowing how long it will last. But businesses are scrambling to make their presence felt on this magical landscape that promises untold glory. Everyone knows about Facebook, LinkedIn, Twitter and a host of other social media sites that have suddenly provided a viral platform to do wonderful things. And as the mob psychology kicks in, everyone's making a beeline to create profiles.

But let's take a look at one of the big buzzwords that's going around now: social media integration. It sounds cool and very cutting edge. Social media is in. Throw integration into the mix and it sounds awesome. Now integration as a word simply means bringing together. So social media integration would then mean bringing together the different social media networks. But what does that really mean? Most businesses view it as a way to get their message out on different platforms and then wait for the miracle to kick in.

Firstly, that's not even integration. Secondly, the definition of integration in the social media paradigm needs to be expanded. It's too narrow for businesses to have any meaningful impact on their desired objectives. Although I think it would be quite fair to say that most businesses don't have any to begin with. It's just a me too game where profiles are created and then pumped with irrelevant information. So then what would constitute as true social media integration?

That a company needs to engage social media in today's business scenario is a given. But social media networks abound. Hence, a business first needs to realize that social media networks are nothing but tools. The impact they create will largely depend upon which tools are selected and how they?re used. So then, the entire process starts with strategy that is based on defined objectives. This is then followed by selection of appropriate social media to ensure maximum reach to the target audience. Strategy also involves ensuring a process for constant generation of relevant content.

Second, the social media platforms selected have to be utilized to the fullest through an internal integration. This simply means that there is seamless connectivity within the networks that allows for instant movement of content, allowing exploitation of the maximum reach possible in a more effective way. This actually has become quite easy due to numerous software and plug-ins available that move data into various platforms from a single point. Lastly, the content has to move forward. And this can happen though provision of sharing tools which allow for the information to be spread in a viral manner. These tools are also readily available.

As can be clearly seen, the second and third parts are largely technological and don't offer any sustainable competitive advantage. The tools are easily accessible and replicable. What really matters is the strategy - knowing the what and why. It is only the strategy that can ensure that the right content reaches the right people, thereby delivering on your desired outcomes. And that's precisely why integrating strategy into your social media paradigm assumes paramount importance. The tools may change, but the business fundamentals remain the same.

About the author

Prashant Pinge is a consultant at Media Panther (http://www.mediapanther.co.in/), a branding, marketing and advertising services firm in Mumbai.

Related Posts
Why some clients thrived during lock down and some did not.
8th August 2020   |   

As a part of a business that interacts with other businesses across industries, on a daily basis, we have a bird’s eye view on how our clients are handling the lockdown. The good news is most of them handled it quite well. It is heartening to s...


Continue Reading
A career as a web design professional in India. List of web design courses and institutes in India.
2nd January 2020   |   

As a web design professional and owner of a web designing firm, I have to be consistent with the ever-changing Web Design Industry. Out of curiosity, I researched about the available Web Designing and Development courses in India. Here is the list...


Continue Reading
The Personal Data Protection Bill 2019 – Implications for online business
18th December 2019   |   

The Personal Data Protection Bill, 2019 was introduced in Lok Sabha by the Minister of Electronics and Information Technology, Mr. Ravi Shankar Prasad, on December 11, 2019. The Bill seeks to provide for protection of personal data of individuals, ...


Continue Reading
Technology is easy. Changing mindsets is difficult.
17th November 2019   |   

We are often caught in the middle of a silent battle happening within our client’s businesses. The battle is between an older generation clinging to a fixed way of doing things and a new generation eager to implement the latest technology, impati...


Continue Reading
Book Reco – What It Takes - Lessons in the Pursuit of Excellence by Stephen A. Schwarzman
24th April 2019   |   

Most autobiographies tend to be written to portray the subject in the best light, glossing over the bad parts and highlighting the good ones and this one is no different. However what makes this such an interesting read is simply the author’s ext...


Continue Reading
The best at website design in India
Connect with us on      
HOME    ABOUT    SERVICES    CLIENTS    PORTFOLIO    ARTICLES    BLOG    CONTACT   
© 2021 Miracleworx Web Design Mumbai. All Rights Reserved.
Quick Enquiry