Why one plus one still equals three in integrated campaigns

Martin Thomas explains that while social media is still a marketing force to be reckoned with, it can rarely succeed in isolation. To be successful it needs to work alongside other advertising and promotional tools too.

Using Barack Obama's hugely successful presidential campaign as an example, Martin Thomas outlines how social media can work with other channels as part of an integrated campaign.

No one needs a social media strategy, he argues. Instead, you need a smart business, communications or customer engagement strategy, with social media at its heart but integrated with the other communication disciplines.

Read more on integrating direct mail and social media.