How much time and money should a business invest in social media? That was the initial question posed by Matt Bailey (@mattbaileysays) as he began his 4 Steps to Building an Integrated Online Marketing Campaign session at SES New York last week.

If this is the first question you’re asking, it’s the wrong one, said the SES board member and president of Site Logic Marketing. If you’re attempting to develop a successful strategic marketing plan, then it’s imperative to stand back, and re-evaluate two things. Your:

*Marketing Plan
*Content Development Plan
Re-evaluating these higher-level items will show you how social media, SEO, analytics, blogging, and content development can work together synergistically to aid in online marketing success.

The main thing that successful businesses do can be summed up in one word: Plan. Failing to plan will only prevent you from executing a strategy, as you will be too busy reacting to what is wrong.

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