Last year, one of our most successful blog post was titled: "Social Media Publishing Is Dead (as we know it)". Its premise was that because of declining organic reach for brands and pages on Facebook (that the company was open about and that in fact is impacting all other social networks), social media could no longer be considered as a standalone publishing activity. 

What do we mean by that?

Historically, many brands and companies have considered their Facebook, LinkedIn or Google+ pages as some form of web pages they could maintain by publishing content to it and generate engagement, independently of their main website. Community Managers who were independent from Content Strategists were managing these pages with different objectives than the ones being defined for the company's Content Strategy.

This doesn't work any more as many now agree, including Guy Kawasaki, the well known evangelist and author of the Art of Social Media.

Blogging (which is one of the main pillars of a successful content strategy) should be integrated with social media to form the company's content hub. The blog posts should of course be distributed on social channels and content curated by community managers or social media marketers to be published on the social channels should be hosted on the blog where they can generate engagement and conversions for the company from a web property it controls.

To do that, the basic ideas and principles are described here but Guy Kawasaki also gives 8 more interesting tips to optimize that integration in this post.