As mentioned two weeks ago, I was invited to speak before MARCOM, one of Canada’s leading marketing communications forums for the Public and Non-Profit sector. In my chat, I made the point that organizations need to stop thinking of social as a “bolt-on” strategy. One of marketing’s biggest failures has been what has been called the “bolt it on” approach. This approach refers to a lack of integrated marketing and the tendency to bolt on new marketing disciplines such as e-mail, social media, etc. However, most organizations fail to do the one important thing: ask how these efforts integrate with the work they are already doing.