Reading NMA’s article on‘Top brands failing to use social media to fullest potential‘  one key fact caught my eye - only 15% of ‘superbrands’ link their social media activity with their communications strategy by linking back to their main websites.

This particularly low figure would suggest that the majority of ‘superbrands’ prefer to separate their different online activities, which shocked me at first. Why wouldn’t you want to maximise your online presence by linking all your outlets?

However, on further reflection it may make sense for some. Separating your website, your Twitter feed or Facebook fan page enables you to tailor and track your communication activity to suit these different outlets and audiences, creating better engagement. In some cases it may be appropriate to interlink them, but this would depend hugely on what you have to say, how you say it and to whom.

This post was written by Charlotte.