A Review for Managerial Guidelines for Social Media Integration of IMC in Digital Era

Abstract

Technological developments have revolutionized the means through which organizations approach their marketing strategy. With increasing internet penetration, social media platforms are more popular now than ever. Hence, it is imperative for today’s organizations to integrate social media into their overall marketing strategy successfully. This chapter highlights social media platforms’ various features and how those platforms can be leveraged for marketing activities. Consequently, a detailed set of guidelines are provided, which can be implemented for successful social media strategy, planning, and execution. A managerial toolkit is also provided to aid in the implementation of social media strategy. Finally, specific themes are highlighted to help marketers navigate the dynamic domain of social media..