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Social media integration - its not just about technology - its also about community.

The biggest buzzword on the web right now and in advertising and marketing is social media integration. I am having more and more meetings each week with clients asking how they do this.

We have a lot of technology that we can throw at this to make it easy to work - and the tech stuff is pretty easy. Most of the major players are now providing "open" or at least partially open access to data.

But none of it is any use if you are not able to make the community part work. Integrating your brand marketing and awareness with social media is not like traditional advertising, where you threw stuff out at people and barely listened to feedback it at all. At most my experience with big brand advertising has been that the feedback loop was filtered through ad campaign managers, 3rd party survey random sample providers and the odd bit of internal email dealing with the one or two very angry customers!