As they have now online platforms to share their

As mentioned before,
integrating Social Media in the Marketing Strategy of a company is almost
compulsory if you want to success as a company these days. However, integrating
Social Media comes along with having to manage people; this is, managing the company’s target market. On the one
hand, Social Media has enabled the company to communicate with their customers,
without the need of an agency as an intermediary. On the other hand, it has
also capacitated the communication between customers, as they have now online
platforms to share their thoughts and experiences. However, the creation of
Social Media can derive into much more types of communication; and these are the
reason why Social Media is nowadays considered as a Hybrid Promotion Mix (Mangold & Flauds, 2009, p.1)
(See Appendix 1).

This is where Integrated Marketing Communications (IMC)
comes in, as this is the principle that tries to optimize all the communication
channels, all the Marketing Strategies of the company and methods, in order not
only to accomplish the main aims of the company, but also to have access to
their target markets (Mangold & Flauds, 2009, p.1).
Nevertheless, so as the IMC to success, coordination
is needed inside the company; all the elements of the promotion mix need to be
aligned and coordinated, and at the same time, these should have a correlation
with the values of the company.

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However, the creation
of Social Media has not only brought positive things to companies, but also
some negative aspects. Now that consumers have the chance of telling what they
think to hundreds of people at the same time almost without any effort, the amount
of control that companies have over them is more limited. Consequently, the
message that companies spread needs to be under control and coordinated with
the company’s values.

Moreover, another new communication
method that has created with the Social Media initiation happens when a company
decides to use the advantages that Social Media gives with a traditional action
of the promotion mix. This is what Lay’s did. They reinvented themselves by
taking a contest that they already used to do, but making the most out of Social
Media, as they spread the competition by using their SM profiles. This way,
they got to make their own customers participants of the production process of
their chips, by giving them the chance to decide the flavor of the next year’s