1. Three tips from the article, 26 Tips for Integrating Social Media Activities, that I find
most effective are (in order of importance):
1. Integrate Social Activities with Other Inbound Efforts
2. Measurement Strategies Should Be Integrated into Initial Campaign Planning
3. Perpetual Beta Helps Brands to Keep Evolving
Often times when a company is preparing a marketing strategy, a simple Twitter
campaign may not be enough. It is necessary to integrate social activities with other
inbound efforts including converting followers to email contacts and improving SEO.
Inbound marketing must be a coordinated effort to flank potential customers from all
sides and draw them to you. Understanding a company’s marketing objective and using
the appropriate resources like Facebook or Linkedin may be a good start, but it should not
end there. Properly coordinating eat resource to support each other is vital. For example,
in my Gmail account, I have a signature at the bottom of the page that includes all of my
social media information, e.g. Facebook, Twitter, and Linkedin. If you are to visit my
Twitter, you will find a link to my personal portfolio site. From my site, you will find
links for my social media account. Social media activities must come full circle in order
to maximize inbound efforts.
When trying to bolster one’s company in the marketplace, it is necessary to understand
the target demographic and how to reach them effectively. One way to accomplish this is
by integrating measurement strategies into initial campaign planning. Personally, I use

2. Linkedin Premium and Google Analytics to gauge my audience. Linkedin Premium
offers information like, “Who is Looking at Your Profile?” “Where Do You Rank
Among Your Connections?”, and “How Many People are Looking at Your Posts?” This
provides me with data that is essential for me to stay at the forefront of the Linkedin
community and get more views by potential clients/employers. Google Analytics give me
information for my portfolio website like location of viewer, average duration of visit,
bounce rate, and percent of new sessions. Having this type of available data is essential to
maintaining a successful online presence. Ignoring the numbers will eventually lead to a
miscalculation of target demographic and misappropriated time and money.
Perpetual beta helps brands to keep evolving. A perfect example of this is Apple. They
are constantly changing the looks of their products as well as the functionality. For
example, while the iPhone may retain its signature look and feel, the screen size is always
changing, different materials are being used to assemble it, new apps are created daily,
updates and bug fixes are always on the horizon. This makes the product an ever-
changing animal. Some aspect of this device changes from day to day, whether it is a new
app or improved mailbox functionality. Apple is a fantastic at constantly improving their
products and keeping them in a state of perpetual beta to give the impression of
evolution.
In conclusion, what makes all of these tips so important is the eventual conclusion if
implemented successfully: more leads at lower cost than traditional marketing, double
website conversion rates, and drastically improved ROI (Feldman, 2013). Times have

3. changed over the past decade and traditional marketing is no longer viable. Social media
has gained momentum and put control into the consumer’s hands. The consumer is now
able to find all the information they desire from the comfort of their home computer.
Marketers need to become savvier in not just finding customers, but having customers
find them. It has become more of a push-pull atmosphere and marketers need to use the
tools available to them to find their customer base. With less money and personnel
needed, an increased ROI, and increased website conversion rates, inbound marketing has
become the driving force behind customer acquisition.
Works Cited
Feldman, Barry. The State of Inbound Marketing [Minus the Mind-Numbing Details]. 28
4 2013. 21 3 2015 <http://www.socialmediatoday.com/content/state-inbound-
marketing-minus-mind-numbing-details>.