I've blogged before about the importance of realism in social media - the fundamental requirement to define your audience and aim for multi-channel benefits that can be measured at board level. To move towards this goal, take inspiration from entrepreneurs.
When combining channels including broadcast advertising, SEO, PR and social, brand owners face challenges in terms of preparation and control. With these on the whiteboard for the year ahead, I took notes from Ian Monk, founder of Bathrooms.com whose company recently launched a combined digital drive, following venture capital investment in excess of £10m.