Great question! Social media stands strong in its own right, but to be most effective, it should work in conjunction with your marketing plan. If you’re hoping to promote an event you’re sponsoring, leverage social media as a platform to discuss topics around the event while utilizing the event hashtag. Want to drive conversions? Direct your social media efforts towards site traffic in creative ways that make consumers want to visit your site. It’s all about using both mediums in conjunction to achieve the same goal.