The silos within marketing teams across industries are gone. And, if they have not yet been broken, they should be. The lines between paid, owned, and earned media have blurred and the same set of people should be managing owned properties and the ways they are both spread online and through paid advertising.

Along with the breakdown of traditional marketing silos, the barriers between advertising mediums have been destroyed. At the Econsultancy Jump conference this week, a panel titled “Measuring the Impact of Social in a Multichannel World,” featuring our own Jeff Ragovin, will attempt to determine how social media serves as the glue between the digital world and the real world. In anticipation of this panel, here are several ideas for how social media connects the digital and real worlds.

Twitter as Second Screen

Twitter has found a terrific niche as a companion to watching television. Conversation on Twitter about sporting events, television shows and other programs has in many cases replaced live-blogging as the predominant way to discuss what’s happening on the tube.

For brands looking to capitalize on the companionship Twitter provides during television, hashtags are a great way to create or join in on the conversation. By monitoring certain threads of conversation, brands can try to interject and add value to what’s already being said, even if the programming is not created by or for them.

Logging in with Facebook

We all know how ubiquitous Facebook is. But we’ve gotten to the point where many websites and apps don’t even require you to create a separate username and password; instead, your Facebook log-in will suffice. This has a dual-purpose for both brands and users. For users, it’s easier to log-in and eliminate one more pesky password to have to remember. For brands, it will often provide additional information for users signing in through Facebook, such as social data that is so critical for brands looking for extra insights into their user base.

Pinterest as Impetus for Purchase

How does social media lead to online and offline purchases? It’s one of the best ways to provide a return on investment in social media, but is often difficult to attribute. Pinterest hasn’t solved this problem, but early indications show that it is driving users toward the point of purchase and often right through the e-commerce or retail finish line. Pinterest is able to accomplish something that banner ads often struggle with; that is, getting people to actually click through and purchase. Pinterest has two advantages over regular digital ads; for one, it has the social influence of seeing an item pinned by a friend. Additionally, the interaction that occurs when users pin something ingratiates the object more deeply in the mind of a prospective buyer, which should theoretically improve recall of that item. When users go to an e-commerce site or retail store to look for an object they’ve pinned, social media crosses over to the rest of the world.

Free Ebook: Four Steps to Integrating Social Media Into Successful Campaigns