Question

Can it be argued that social networking and social media are hybrid elements of the promotion mix because they exhibit characteristics of more traditional integrated marketing communications such as word-of-mouth? What degree of control and influence can the marketing manager have over the frequency or content of information being shared?

Answer 1

As the line between creating communications and developing relationships blurs with the use of promotion over social media outlets, both social media and social networking can be seen as elements of the promotion mix. They not only exhibit traditional marketing communication techniques, but they also promote the product and have the ability to adjust a product’s reputation, price, etc. Although a company can use social networking to promote their product or brand to a certain degree, the company does not have much control over the product’s presence on social media. Consumers now have the ability to post about any product that they want, putting companies at a slight disadvantage if consumers have negative or mixed feelings about a brand or product. Because companies do not have much control, it puts them at a slight disadvantage, as consumers can create a brand presence that they do not want for their company.