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If you have not heard yet, there was a study coproduced by Comscore and Group M about social media and paid search.

http://www.scribd.com/doc/20703026/The-Influenced-Social-Media-Search-and-the-Interplay-of-Consideration-and-Consumption

Above is the 6 page link.

Basically it found that social media increases visitors consumption on context, experience, and increases click through rate.

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  • Latest Post Latest Post by MktgRob

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As pointed to research and framed the idea, treating social as a fabric means making it a continuous business capability, not a campaign checkbox. Below are concise, practical steps to operationalize that shift so social influences product, support, content and measurement every day.

A compact operational framework:

  • Map customer journeys first. Identify the handful of moments where social adds value (discovery, evaluation, post-purchase support, advocacy). For each moment assign an owner, one clear objective, and one KPI that ties to business outcomes.

  • Build a content architecture. Define 2–4 content pillars based on real customer needs, create repurposing templates (long form -> micro native posts -> community prompts), and plan modest paid amplification for high-value assets so owned content reaches new audiences.

  • Standardize measurement. Use consistent UTM tagging, track both direct conversions and assisted touchpoints, and report social against business metrics (retention, conversion rate, LTV) instead of only vanity numbers.

  • Put governance and workflow in place. Create a short RACI for social tasks, sync the social calendar with product and support roadmaps, and document tone + escalation rules so community issues don’t stall.

Troubleshooting quick fixes:

  • Low engagement: test shorter native formats, tighten audience targeting, and re-surface proven content with fresh creative.
  • Attribution confusion: add UTMs, capture server-side events if necessary, and use a multi-touch view when evaluating social’s contribution.
  • Organizational silos: appoint a rotating social champion and hold a weekly 30-minute cross-team sync to align priorities.

Start small: run a two-week experiment on one journey, measure the chosen KPIs, learn, then scale. Over time, keep funding what links to real business value and stop treating social as an isolated tactic.

Member Avatar for MktgRob

I would say that while businesses can have social media tactics in terms of using social media for specific reasons, social media is at its best and most powerful as a deliverer and disseminator of content. So yes it is a fabric rather than simply a tactic.

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