Adding Social Media to the Marketing Mix Harvard Case Solution & Analysis

Social media has quickly got the attention of the action and all kinds of consumers and businesses, often at the expense of traditional media. Companies have begun to revise key aspects of their marketing. With online advertising and word of mouth, competing for a reduction in marketing budgets, many companies are considering having an active presence in social media as a viable alternative to traditional advertising. However, the authors believe that it would be a mistake, because the two strategies are complementary, not substitute. Comparison of advertising and word of mouth shows that social media are subject to very different rules than traditional advertising. Social media can start negotiations or to build brand awareness, but the result is much more difficult to predict or measure. With this in mind, the authors recommend how to define social media plan, citing the examples of companies that got it right -., And offer cautionary tales of those that made a mistake "Hide
by Guillermo Armelini, Julian Villanueva Source: IESE-INSIGHT MAGAZINE 8 pages. Publication Date: June 15, 2011. Prod. #: IIR051-PDF-ENG

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