In all marketing textbooks, they always drive home that the message should fit your targeted audience. So this leads me to ask, “As we market our own personal brand (bloggers, consultants, etc.) online, do we utilize these one-stop-shop social media tools?” I argue that the audience I am reaching on LinkedIn is much different than the one I am trying to reach on Facebook, and the audience I’m reaching on Facebook is different than the one I am trying to reach on Twitter. I really don’t want my professors, colleagues, peers, or future employers to really know what movie I watched recently or what I think about the last episode of So You Think You Can Dance.

While the ease of these tools is attractive, it may not be the best bet for your profession (I recall another blogger calling it the “Swiss Army knife” of marketing tools. I’m sorry I don’t know who gets the credit for this reference). Marketers, remember to target your audience before you hit ‘Enter.’

The very witty and super-talented vlogger HappySlip did a similar video on how addicting it is to read Facebook updates. As a counter-point to all the hype, I ran into an old high school friend and asked if she kept in touch with anyone. She responded, “Not really. I guess I could through MySpace or Facebook, but I think those sites are a waste of time.” And I really dig Patrick Allmond’s response to Adam Ostrow’s Twitter Tracker post on Mashable: “Before you have a second life, make sure you have a first.”

Today I thought of how many screens consumers really interact with as I sat through a meeting at one of our local Convention and Visitors Bureaus. One initiative for the state tourism agency is the installation of interactive kiosks at various rest stops with tourism welcome centers. The kiosks will allow visitors to find local hotels, restaurants, etc. on the road.

Is it a completely new-fangled idea? No, many travelers already have a GPS, Blackberry, or iPhone in tow. However, it’s one more screen to reach the traveler who may not have these gadgets packed in their minivan.

These days it’s hard to believe advertising would be without digital marketing, and we all tout how social media is the best thing since sliced bread. Don’t get me wrong, it’s definitely a disruptive medium. But yesterday when my team and I were discussing ways to increase capture at one of our hotels, I reminded myself about the various offline touchpoints to reach consumers. As an online marketer, I forget how important it is to focus on the entire consumer experience. Sure, the reach of offline marketing will never compare to the global capabilities of digital advertising, but we can’t neglect how analog marketing can reach us during a different part of our buying process. Yes, our eyes are glued to our iPhones, Crackberries, and laptops, but we still live and breathe in a world where “analog” marketing can still make an impact.

This post from Dave’s Life in Motion blog reminds us of how great offline marketing can still be.

Check out how Rachel Esterline, the winner of Fahlgren Mortine’s Founder’s Award, used social media to land the award and her internship.