This Element is an excerpt from How to Make Money with Social Media: An Insider's Guide on Using New and Emerging Media to Grow Your Business (9780132100564) by Jamie Turner and Dr. Reshma Shah. Available in print and digital formats.

Make sure your social media initiatives and your broader marketing and branding programs work together and support each other

What do Geico and The Shane Company have in common? They're both well-known brands that have made their mark with clever, catchy advertisements. But they also share a less flattering characteristic: They have largely failed to integrate their communications campaigns with strong, long-lasting brand messages that resonate with customers over time....