Social media marketing should be aligned with other marketing

Businesses have been advised to align their social media marketing campaigns with their other promotional strategies if they wish to make the scheme a success.

Nathan McDonald, managing partner at we are social, said companies are increasingly realising the benefits that come from communicating with their customers, in real time.

Furthermore, he added that communication and marketing teams are also adapting as they realises that "at the very least" they need to learn about and understand social media platforms as they may not get away with mistakes further down the line.

"It's very important to align your social media activity with the rest of your marketing activity and not just Twitter, because it is just one part of a wider social media marketing strategy," Mr McDonald asserted.

When micro-blogging, posting on Facebook or any other form of social media marketing, he recommended businesses stick to the same tone of voice and communications strategy that they use in all their other PR.

His comments comes after Twitter announced people were now tweeting 50 million times per day - a significant increase on 2007 figures, where an average of 5,000 tweets were recorded daily.

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