|Channels. Flickr user Dustin Askins.|
Your community now expects a pretty seamless brand experience. If they see a blog post promoted on Twitter, they want to be able to find it on Facebook if that's where they go next time they're online. If they find a sale on their tablet, they also want to be able to call and talk to your call center about the same deal. If it's mentioned in your ad, it should be on your web site.
How do you get this working?
Make sure you use consistent branding across all channels - customers want to be sure the company they trust on email is the same company they trust on Facebook. If your channel presences have a consistent look, the experience is more seamless.
Keep your marketing and sales team in the loop. A good marketing calendar tells everyone what's going on when. You never want your sales floor to be caught flat-footed because they don't know about your latest Facebook deal.
Connect to your community where they live. Don't abandon channels because you don't see immediate results. It can take time to develop a strong Facebook and Twitter following, and you will likely find that customers may not buy directly from Facebook, but they do like to connect with your brand there while they purchase from your email promotions.
Make information easy to find. Because your community expects a seamless experience, make promotions built for one channel (say, Facebook), easy to find other places people might look (like your web site).
Need help leveraging all your channels? Let me know. I can help.