Social Media is where you interconnect everything, where you start to leverage the network effects made possible by having access to so many different channels for relatively little cost. Forget about just trying to drive traffic to the destination site. We need to reframe our definition of success, so that instead of a destination site we have an online brand ecosystem, and wherever a customer or potential customer comes into contact with our brand, they're treated to the totality of the brand experience. search is supported by all your other marketing activities. The last click is not the only click. It's often not the first click. It's the culmination of whatever brand impressions your customer has received all down the funnel. If you can tie social, traditional, SEO and SEM together, I'm willing to bet your results will outperform the same dollars thrown into just one of those channels. - Marc Baumann