Social media: The new hybrid element of the promotion mix

Mangold, W. Glynn; Faulds, David J.
July 2009
Business Horizons;Jul2009, Vol. 52 Issue 4, p357
Academic Journal
Abstract: The emergence of Internet-based social media has made it possible for one person to communicate with hundreds or even thousands of other people about products and the companies that provide them. Thus, the impact of consumer-to-consumer communications has been greatly magnified in the marketplace. This article argues that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontraditional sense it enables customers to talk directly to one another. The content, timing, and frequency of the social media-based conversations occurring between consumers are outside managers� direct control. This stands in contrast to the traditional integrated marketing communications paradigm whereby a high degree of control is present. Therefore, managers must learn to shape consumer discussions in a manner that is consistent with the organization''s mission and performance goals. Methods by which this can be accomplished are delineated herein. They include providing consumers with networking platforms, and using blogs, social media tools, and promotional tools to engage customers.


Related Articles

  • SMAC--The Right Nexus for SMBs. Malhotra, Vivek // Dataquest;3/15/2014, Vol. 32 Issue 5, p60 

    The article reports on the growth of social, mobile, analytics, and cloud (SMAC) technologies in 2014. It shows that the technologies assist small and medium businesses (SMBs) in tapping various social channels and actively engage customers who are interested in their products and services. It...

  • A MESSAGE FROM THE CEO. Fitzpatrick, Joan // Journal of the Australian & New Zealand Institute of Insurance &;Jun2011, Vol. 34 Issue 3, p5 

    The article presents the author's views on the technological innovations in the field of communication and the use of technology for social interaction. She reflects on various facts which show the new forms of developments in mass media including the era of radio, then television and now social...

  • Standing Out in the Crowd: Find New Clients Where Their Passions Are. Love, Karen // CPA Practice Management Forum;2011, Vol. 7 Issue 8, p7 

    The article offers the author's insights on innovative means of finding potential clients for an accounting firm based from what they learned at the South by Southwest (SXSW) Interactive conference in Austin, Texas in March 2011. The author says that going to a place where people gather is...

  • Creating an Effective Social Media Brand. Voivod, Allen; Voivod, Lani // Business NH Magazine;Apr2012, Vol. 29 Issue 4, p16 

    The article offers tips on building an efficient social media brand. It says that consistency is a major aspect in reaching out to consumers, regardless of the social network they use. It suggests that a social media audit must be conducted, looking at various aspects such as the brand's...

  • Make Social Media Work For You. Gilliland, Donna // OfficePro;Mar/Apr2011, Vol. 71 Issue 2, p24 

    The article considers the significance of social media as a powerful means to connect with potential customers or a potential employer. The capabilities of social media sites such as Facebook, Twitter, and LinkedIn to divulge information about its users are explored. Advice on how to develop a...

  • Strategic Self-Promotion for Fitness Pros. Fable, Shannon // IDEA Fitness Journal;Sep2015, Vol. 12 Issue 8, p22 

    The article offers the author's tips for growing a business through self-promotion methods and using the Book Yourself Solid® system (BYS) which include choosing a database program, using a customer relationship management (CRM) system, and networking. Topics discussed include building trust...

  • What should I tweet, what should I post? Gitomer, Jeffrey // Corridor Business Journal;8/2/2010, Vol. 7 Issue 2, p21 

    The article discusses the importance of business social media to build brand, image, reputation and perceived value with customers and the business community.

  • Social media is nothing new to those who listen. Fox, Ilana // New Media Age;12/9/2010, p05 

    The author asserts that social media is about listening to customers and giving them what they want and that it has been an activity being done by successful marketers and businesses for years.

  • 30 seconds on….  // SC Magazine: For IT Security Professionals (15476693);May2012, p16 

    The article reports that social media resources can bring the company closer to its customers and employees closer to each other, chief security officers are under pressure to implement policy that does not affect availability and embracing open standards can future proof the environment.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics