Integrating Social Media Icons Into A Traditional Local Media Campaign

Local Media Strategy

Everyone needs to increase their social media communities and it’s important to use all of the resources available to you, including your traditional local media campaigns.

Many advertisers are wondering if they should include social media icons in their traditional advertising.  And if so, how?

If you are still on the fence, here are 3 things to keep in mind.

Should you include social media in your traditional local media creative?

According to a recent Nielsen survey, 42% of tablet owners use them on a daily basis while watching television.

While checking email is still the top activity for tablet users when watching a television program, 19% of tablet and smartphone users researched a brand or product as a result of an ad they were exposed to, and 16% researched coupons or deals as a result of an ad, all while the television was still on.  Sounds like people are still paying attention to the commercials!

Also, keep in mind that 44% of tablet and smartphone users are connected to social networks while watching television.  Joining a brand’s social community can be a bit of an impulsive decision.  “That brand seems intriguing or interesting.  I’m already on Facebook or I’m Tweeting about my favorite show, so I’ll go ahead and ‘like/follow’ them.”

How many networks should you promote?

You should only promote the networks that are most relevant to your customer and those that have the most activity.

Facebook and Twitter are by far the most common in traditional advertising, and thus, the most recognizable icons for consumers.

 You may have several social media profiles, which is great, but don’t try to promote all of them in a :05 TV screen shot or ¼ of your print ad.  It will be cluttered and overwhelming to your audience.

Make sure that you are utilizing the “About” sections on your Facebook fan page and Twitter page, so that these new fans and followers can easily find your blog and other social profiles, such as Google+, LinkedIn or Pinterest, to name a few.

Are you ready? 

If you are going to integrate your social media profiles into your overall local media strategy, (which is a fantastic idea!) make sure that your brand is worth following.

This may sound harsh, but you have to step back and make sure that you are providing a service to your community, and have content that will make them hit the “like” button and engage with your content.

As they say, “you don’t have a second chance to make a first impression.”  If you drive consumers to a page with little activity, it’s doubtful that they will come back to your page again to see if the content has improved, no matter how many times they are exposed to your advertisements.

Are you currently leveraging traditional media to build your online community?

Shelby Nichols

About Shelby Nichols

Shelby is Director of Digital Media at Sheehy, a regional advertising, marketing and media agency. With 15 years in the industry she has planned and purchased a wide range of media and has a passion for all things digital.


  1. Chris Theisen says:

    And dont forget to actually list the url of your social accounts. Just sticking a FB or Twitter logo up there is like just sticking a computer screen icon up there instead of listing your website url. Short subdomains can help this and help tracking (

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