The advent of Internet-based social media has made it possible for a person with hundreds or even thousands of other people about the products and the companies that communicate to them. Thus, the impact of consumer-to-consumer communication has greatly increased in the market. This article argues that social media is a hybrid element of the promotion mix because in a traditional sense, it is possible for undertakings to talk to their customers, while allowing in an unconventional sense … Read more »

The advent of Internet-based social media has made it possible for a person with hundreds or even thousands of other people about the products and the companies that communicate to them. Thus, the impact of consumer-to-consumer communication has greatly increased in the market. This article argues that social media is a hybrid element of the promotion mix because in a traditional sense, it is possible for undertakings to talk to their customers, while it is in a non-traditional sense, allowing customers to speak directly to each other. The content, timing and frequency of social media-based conversations between consumers outside the direct control of managers. This is in contrast to the traditional integrated marketing communications paradigm whereby a high degree of control is available. Therefore, managers must learn to make consumer discussions in a manner that is consistent with the organization’s mission and performance goals. The method by which this can be achieved are defined herein. This includes consumers with networking platforms and blogs, social media tools and promotional tools to engage customers.
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from
W. Glynn Mangold,
David J. Faulds
Source: Business Horizons
9 sides.
Release Date: 15, July 2009. Prod #: BH338-PDF-ENG
Social media: The new hybrid element of the promotion mix HBR case solution