Everywhere we turn, a high-ranking businessperson, blog, or magazine is pressuring us to replace traditional, "outdated" marketing methods with cutting-edge social media techniques. But if you're like most marketers, you likely use some combination of search, display, and email marketing. These media have fueled your business with sales and leads for years. Is it not a bit hasty to suggest that we all ditch these proven mechanisms in favor of Facebook pages and Twitter feeds? There's no need to throw the baby out with the bathwater. Your paid media and earned media can work together to boost ROI when you leverage the connection between the two. Following is a realistic, three-month action plan that outlines how "traditional" online media can be combined with social media.
