Social media marketing is a recent addition to organizations’ integrated marketing communications plans.
Integrated marketing communications is a principle organizations follow to connect with their targeted markets.
Integrated marketing communications coordinates the elements of the promotional mix;advertising, personal selling,
public relations, publicity, direct marketing, and sales promotion.
In the traditional marketing communications
model, the content, frequency, timing, and medium of communications by the organization is in collaboration with
an external agent, i.e.