Have you ever seen an interesting or funny commercial on TV, visited the brand’s website, and then looked for it on a social-networking site to learn more? My guess is that you have done this at least once, and this is great news for advertisers.

How would you rate that experience? Were you completely satisfied with what you found? Were you still interested in making a purchase from that company? My guess is that some of you will say no.

Something I have noticed recently is the inconsistency and disconnect that occurs when multiple marketing tactics for a single brand are siloed, especially the social-media campaign. When an advertiser chooses to create a different look, message and even spokesperson for multiple media outlets, consumers can get confused and turned off.

For example, if I see a TV commercial featuring a hilarious spokesperson, I might conduct more research expecting to see more of the hilarious spokesperson on the brand’s website. I would also expect to see at least some mention of this spokesperson on the brand’s Facebook page. If the spokesperson is only featured on the commercial (and nowhere else), I may discontinue my online research because he/she that drew me in is not there.

Recently, eMarketer brought attention to this issue in an article, “The State of Social Media Marketing Integration.” Over one-third (35 percent, to be exact) of companies on social sites operate their social profiles apart from other marketing tactics. This could be due to the fact that a majority of companies report that they are still in the “transition phase” of social-media marketing.

The transition phase can be described as the time between trial use and strategic use of social media. As a company progresses toward the strategic use of social media, integration of this tactic with others in its marketing mix will surely follow.