• • • • • The emergence of Internet-based social networks has allowed a person to communicate with hundreds or even thousands of people about the products and the companies that provide them. Therefore, the impact of communications survey consumer market widened significantly. This article argues that social media is a hybrid element of the promotion mix because in a traditional sense, enables companies to talk to their customers, while in a non-traditional way, which allows customers to speak directly to another. The content, duration and frequency of the talks on the basis of social media, consumers are occurring between the direct control of external managers.

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This is in contrast to the paradigm of traditional integrated marketing communications that a high degree of control is present. Therefore, managers must learn to influence discussions of consumers in a way that is consistent with the mission and goals of organizational performance.

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