• by Gavin O'Malley , Staff Writer @mp_gavin, May 15, 2012

Social media is … nothing on its own, according to Jeff Mirman, VP of Marketing at Turner Sports. The word he just used, during his opening keynote at OMMA Social, is “additive.”

Additive to what? That’s for you to figure out, but basically your existing media strategy. Along with the reach you’re achieving via TV, add a little social. Along with the depth you’re providing with your Web site, throw in some social. “Don’t treat it like anything different,” Mirman warns.

Simiarly, Forrester analyst Nate Elliott, recently told us: “People look at social as a problem, but they need to look it as a solution to specific problems.” According to Elliot, RadioShack recently displayed its social smarts -- first, by achieving reach with a TV campaign, and only then using social as a secondary reach tool. He also commended Sephora for supporting a lively community on Facebook, without failing to recognize that stores and branded Web sites offer more depth than a Facebook page ever can.