March 5th, 2010
While some purists believe in their hearts that all such communication is trending toward nothing but social, a fragmented media ecosystem is evolving in which the efficacy of each kind of medium relies on the continued health of all the others. Smart companies now use traditional advertising and marketing to guide consumers to social channels where companies and customers can meet and engage.
Shel Holtz, Chaos Is Not a Strategy: a shel of my former self
communications social media strategy