Where does social media fit in your marketing strategy?

At one point or another every social entrepreneur will confront the question of what role social media should play in their marketing strategy.  And while there is some evidence emerging as to the effectiveness of reaching customers via the likes of Facebook and Twitter, there are no universally accepted conclusions for social entrepreneurs to subscribe to.

Despite the lack of consensus, however, there are some important considerations being fleshed-out in the blogosphere.  For example, Anthony Miyazaki makes some very important observations regarding customer engagement via social media.  Among other valid points, Miyazaki highlights the need for true two-way interaction with customers.  Social entrepreneurs would be well advised to follow his idea for authentic interaction; and not simply racking up “Likes” and “Followers.”

Another important consideration is related to how much you rely and build your business on a social media platform.  For example, if your entire customer engagement process is contained within the Facebook application, guess who owns that data.  You guessed, Facebook.  John Jantsch, the creator of Duct Tape Marketing, gets into this topic on his blog.  Jantsch points out that business owners should not consider Facebook their ‘house.’  He likens the idea of relying on it too much to renovating your neighbor’s house.  And while it can be cool to have a party at your neighbor’s house, the goal is to develop the relationship and invite the party back to your house.

So, how are you implementing social media in your marketing strategy?