Social media is no longer new territory. Gone are the days where we are impressed by a brand interacting with users in social spaces. Social Media is tried and tested, with case studies from Starbucks, Dell, Wallmart and many other huge brand names.

Now attempting to create a social media campaign is outdated. Now is the age of integration. Creating any element of a campaign in isolation is not only the sign of a poor strategy, but it’s a wasted opportunity.

Social media should now be considered in the brainstorming sessions of fully integrated campaigns, and no longer reserved just for seeding or tacked on to the end of a larger campaign.

Just like any other medium, social media works better as part of a fully integrated offline and online strategic approach to campaigns, with each element complimenting and amplifying each other.

Just having a Twitter a page doesn’t cut it anymore. Having an isolated social media campaign is a stupid idea.