Social Media Value Of Integrated Marketing Communications

Marketing modes has changed many times under the rapid development and large application of social network and social media. When the old marketing mode finds target to evolution, the Integrated Marketing Communication (IMC) seems to become the favorite of social marketing. Because of powerful interaction and instantaneity, the Internet makes information conditions changed quickly and hardly control. So it is difficult to sustain the old marketing modes that products are the center of advertisement and promotion, which the image of enterprise or brand turns no more easily. However, IMC focus on the customer, integrates the inner and outer image of enterprise and product with the purpose of finding the demands and updating the strategies. Perfect word of mouth can be remained as long as there are good interaction between enterprise and customer. Therefore, social media maybe is the best platform and channel of bringing the IMC into play.This paper introduces the history and current situation of IMC in beginning, then analysis the feature of social media in communicating. This paper is under the IMC related theories to research methods and ways of social media as a view of Communication. Then, it analysis the value to IMC, including four aspects which are the development, purpose, method and plan as a hole. Meanwhile, the problems and management appeared in social marketing have been discussed. In the end, strategy and suggestion of using the social media in a proper way are raised to manage IMC in a proper way.