Social media marketing is a recent addition to organizations' integrated marketing communications plans.Integrated marketing communications is a practice organizations follow to connect with their target markets.Integrated marketing communications coordinates promotional elements: advertising, personal selling, public relations, publicity, direct marketing and sales promotion. Increasingly, viral marketing campaigns are also grouped into integrated marketing communications.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.advertising agencies, marketing research firms and public relations firms. However, the growth of social media has impacted the way organizations communicate.With the emergence of Web 2.0, the internet provides a set of tools that allow people to build social and business connections, share information and collaborate on projects online. ...

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