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So you’re on Facebook, MySpace and Foursquare, you Tweet and Twitter.  The company profile is on Linked In, you have a website and you’ve added digital media to your advertising plan.  This, in addition to your traditional A&P activities.

You are totally plugged in and are reaching out to your target consumers at all possible points of contact.

Every vehicle is different, so you have to adapt — text, length, tone, visuals, orientation, placement and size.

What you must do is say the same thing in each forum.  It may be in a different language, but it absolutely must have the same meaning across the board.  Be true to your identity and core message.  Be consistent.  Say the same thing everywhere.