Entrepreneurs and startups often ask if they should use social media for marketing, digital media, or traditional media. The answer is yes to all, and the challenge is how to choose how much of each, and how to integrate them for maximum impact and the least cost. None should be considered mutually exclusive to any other.
The place to start today is if your company only uses traditional media for marketing, or no marketing. According to a Harvard Business Review article, only 60% of companies today use social media at all, and only 12% of those feel that they are using it effectively. These have the biggest potential for adding social media integration, and the best base for assessing its value.
