This Element is an excerpt from How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business (9780132100564) by Jamie Turner and Dr. Reshma Shah. Available in print and digital formats.
Make sure your social media initiatives and your broader marketing and branding programs work together and support each other
What do Geico and The Shane Company have in common? They’re both well-known brands that have made their mark with clever, catchy advertisements. But they also share a less flattering characteristic: They have largely failed to integrate their communications campaigns with strong, long-lasting brand messages that resonate with customers over time....
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About the Author
Jamie Turner is Chief Content Officer for The 60 Second Marketer, an online magazine providing resources for marketers and entrepreneurs. For more than 20 years, he has helped firms like AT&T, Cartoon Network, CNN, Motorola, and Coca-Cola grow sales and revenue through high-impact marketing. A frequent media guest and speaker, he was recently profiled in Advertising and Promotion, a leading marketing text. Dr. Reshma Shah, Assistant Professor of Marketing at Emory's Goizueta Business School, has worked in procurement for IBM, litigation consulting for Price Waterhouse, strategic planning for Unilever, and account management for Leo Burnett.