This document discusses how to effectively run campaigns across multiple mediums and platforms. It notes that TV and newspapers are more than their traditional channels, and successful campaigns extend beyond a single starting point. The value is in building a network by choosing the right tool for the right purpose at the right time. It also recommends focusing on quality over quantity, inspiring sharing, backing posts with content, and creating calls to action to get a campaign heard. Finally, it suggests making social media a normal part of business by supporting effective use, training, trusting employees, and encouraging innovation and advocacy.

4. You don’t own the conversation

9. No medium is an island
 TV is more than broadcast.
 Newspapers are more than print.
 Successful campaigns grow beyond their
centre.
 It’s about convergence and choosing:
 the right tool
 at the right time
 for the right purpose

11. The value’s in the network

19. Get yourself heard
 Quantity matters but quality matters more
 Focus on impact as well as reach
 Digital campaigns are perishable
 Inspire others to share
 Back it up with content
 Create a call to action
 Be demonstrably authentic
 Own it

20. Make social a part of ‘business as usual’
 Support effective use
 Develop clear policies, apply light rules
 Provide good just-in-time training
 Trust people
 Accept mistakes are inevitable and rarely fatal
 Encourage staff to
 Be your best advocates
 Connect with the brand
 Re-share content
 Innovate from every side