Social media is here to stay. It’s becoming increasingly important for companies to build ongoing two-way conversations online with their customers to move products and services. The problem is that sometimes they get so caught up in the execution that they overlook the need to make sales.

For example, Burger King parted from agency Crispin Porter + Bogusky after they produced many iconic online executions like the Subservient Chicken, Coq Rock and other Facebook and viral campaigns. But according to Adage.com, the restaurant chain experienced declining sales, particularly during the last months of the relationship. You might say these tactics were one-off buzz generators, not really supporting an overarching brand strategy for Burger King.

The Burger King example just solidifies to me that social media isn’t a silver bullet for success. It is only one tactic in your marketing arsenal to help support your brand. And tactics should not be confused with strategy. I think Apple has exceptional marketing strategy across the board. And they don’t even have a Twitter account. OMG!

Now there are plenty of social media success stories, too. Like Old Spice’s use of YouTube videos and other online media for their “Smell Like a Man, Man” campaign. The difference to me seems that these attention-getting online tactics were just one part of an integrated campaign strategy that drove people to the stores, where they found additional compelling product benefits. In an Adweek.com article, “According to Nielsen, sales of Old Spice Body Wash—the line touted in the Wieden + Kennedy-created campaign—rose 11 percent over the past 12 months, and since the effort broke in February 2010, sales seem to be gaining momentum.” Ah yes, moving product. What a concept.

Companies do need to embrace new media avenues but must remember to build on things that still matter: making their brand stand for something to customers, offering a great product or service, having two-way conversations, asking people to buy from them and giving superior service after they have. Sounds so easy and so old school. But the basics of solid “blocking and tackling” in marketing is a step that many seem to miss.

Bottom line: focus on solid strategy at a brand level and the marketing tactics really do fall into place more easily. And, more importantly, move the needle for your company.

Now, doesn’t that smell nice.