Tips For Merging Your Offline And Online Social Strategy

by Andrea Cook on Sep 01, 2011

Are there manageable means to bring the two worlds of new media and the traditional world of printed marketing together?

Today’s explosion of technology services have allowed businesses of all sizes, industries and budgets to have more options than we could ever explore with our marketing.

These online opportunities can seem overwhelming. Especially to those of us use to traditional formats of media and publicity.

A recent Marketing Talks video from Facebook Live entitled Connecting Your Online Community to Your Offline World included advice from Scott Gulbransen of Applebees and Cathy Choi from Sephora. They both shared examples that they use with their million plus user communities on Facebook.

Most businesses and marketers aren’t lucky enough to play with the budgets and resources these two companies have. Yet, there were some key best practices that can be applied for any business.

1.  Keep message consistent from real world to online presence

  • Remember your brand and long-term goals with each point of interaction.
  • Don’t over-promote. Use the 80/20 rule. 80% of your interaction should be light and social, 20% of your messages can be promotional.
  • Don’t get so lost in the medium that you forget the message.
  • Stay steady with your communication plan and only take on what you can manage, either in-house or with the support of a social marketing professional.

2. Create social experiences for engagement

  • Tell the face-to-face stories, share photos from the real moments on-line. And vice-versa. Personally invite people, verbally and with printed signage and cards to the online community.
  • Host and sponsor events and invite the public directly through your social media tools.
  • Create profiles and check-in rewards with location apps.
  • Use coupons or loyalty cards collected offline as online rewards, and vice-versa.

3. Engage and mobilize

  • Be available. Don’t hide behind a web site.
  • Communicate well when and where you are. Some examples: respond to comments online, answer your telephone, return your phone calls, say thank you, give eye contact and firm handshakes.
  • Offer a variety of communication channels that meet the comfort zone of the individuals in your market.
  • Encourage feedback and honesty from your audience.
  • Turn the feedback into action. Don’t be afraid of negative messages. This can be an example to show strong customer service.
  • Use the feedback as research and helpful data for future product development or campaign offers.


What has your business done to connect your online and offline marketing efforts? Let us know in the comments.

To view the video, click here >



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A brand builder, buzz generator, media developer and razzle dazzler. Owner of The Midas Center, founded in 1999 in Chicago; relocated to rural Indiana in 2009 and has been reinventing solutions for clients ever since. Designed to make an impact,...