Novel thought here from social media thought leader Jay Baer: Develop an overall marketing strategy, then integrate social media tactics into the campaign as a whole. This kind of thinking ensures consistent messaging and strategy throughout all marketing efforts. Too often marketers create the traditional media strategy, then develop a separate social media tack which often gives little thought to the overall goals of the campaign, instead opting for increased “awareness” or “dialog” with customers. While these might be worthy goals, they too frequently replace the tangible objectives of the rest of the marketing. Read more at Convince & Convert.