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So You Want A Relationship? IMC + Social Media & 8 Perspectives


It can be understood that Integrated Marketing Communication (IMC) is forming a connection with your intended target audience using specific strategies and consistency in your brand and messages through various platforms to secure a long – term relationship. With the introduction of social media in the evolving world of marketing, finding this IMC sweet – spot in your promotional mix is important! Provided are resources to gain a better understanding about Integrated Marketing Communication (IMC) and social media through eight different perspectives. This includes researched published materials as well as online resources from those in the industry.

#1 Social Media and Integrated Marketing Communication

Social Media and Integrated Marketing Communication A Rhetorical Approach by author Jeanne M. Persuit provides a comprehensive approach to the rhetoric involved in relationship marketing as it applies to social media and IMC. Contents include the history of Integrated Marketing Communication (IMC), decorum, audience, and communication ethics.

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#2 We’re all connected: The power of the social media ecosystem

In this article from the scholarly journal Business Horizons, the authors address key indicators of consumers about their social media habits and preferences. Interesting points are presented that offer an important consideration for the correlation between social media and Integrated Marketing Communication (IMC) campaigns, such as challenges faced by a company’s understanding how to use social media to directly reach intended target audiences. Additionally, the article provides a unique perspective in that social media is an ‘ecosystem’ pulling together aspects of both digital and traditional media.
Source of Shultz’s (2007) Social Media Ecosystem image outside of article: https://www.deborahschultz.com/deblog/2007/11/snackbyte-a-vie.html

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#3 An Integrated Marketing Communications Perspective on SM Metrics

Published in the International Journal of Integrated Marketing Communications (2013), researchers from the University of Wisconsin – Whitewater and Loyola University Chicago present in their titled work, An Integrated Marketing Communications Perspective on Social Media Metrics. The authors examine the disconnect on what exactly should be measured and how it impacts integrated marketing communication strategy through seven social media metrics.

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#4 Building Relationships Through Integrated Online Media

In this article through the Journal of Business and Technical Communication (JBTC), the authors study the relationships developed by certain top global organizations and their usage of websites, Facebook, and Twitter. Important context of the article explores four areas of relationships and communication in social media through disclosure, access, information dissemination, and engagement which can relate to integrated marketing strategies. The authors also present hypothetical and methodological analysis through two research questions.

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#5 IMC and Small Businesses – Best Practices

In this online resource posted by an established radio and marketing group, the company provides perspective to understanding how social media and integrated marketing can impact small businesses. Through their recommended “best practices” for small businesses, the organization shares that consistent calls to action, uniform branding across channels, drive traffic to digital channels, and optimize creative for different media are aspects for integrated marketing communication strategies. There is also a supplemental guide available for download titled Why Content is King on Social Media: What to Publish, When to Publish, and Where to Publish.

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#6 A marketing communications approach for the digital era

This published article in Business Horizons seeks to explore social media integration within existing marketing and communications strategies through a managerial perspective. The authors conduct seven different interviews of managers in various industries and responsibilities during the course of their research to see how they implemented social media as part of their integrated strategies. As indicated in the article, topics include relationship management and cross – platform integration strategies, among others.

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#7

In this online resource, author Grace Pinegar (2018) provides a comprehensive approach to the understanding of Integrated Marketing Communication (IMC). Content includes a variety of examples from various companies that shares a framework of concepts. Included is an example of social media platform Snapchat, and its integrated marketing effort with ‘Snapbots.’

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#8 Integrated Marketing Communication: Where Social Media Fits

Dr. Angela Hausman provides a quick rundown of an earlier account about Integrated Marketing Communication (IMC) and Social Media. Here more info is shared about issues companies face with communication, as well as what it looks like for integration in social media. Topics discussed include logos, color schemes, images, and wording.

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