Sociala medier och integrerad marknadskommunikation : En fallstudie av Facebook-kampanjen Sambotestet

Sammanfattning: The evolution of the media landscape and the introduction of social media have increased the number of communication channels tremendously during the last decade. These new channels have also made an impact on the information control, which has shifted focus from organisations to consumers. In order to communicate one coherent image in the numerous existing channels, organisations need to create strategies that take this into account and makes sure the same messages are communicated through all channels. One way to do this is to use integrated marketing communication (IMC). Since the social media is a relatively new phenomenon, there is no clear way of how to include social media into an IMC strategy. Therefore, a case study was conducted to investigate how a organization could include social media when developing IMC strategies. The findings suggest that organisations can work integrated over the marketing disciplines and include social media in channels and content in the IMC strategies.