Count only the years in your life, and you might forget all the important moments. The close dialogue will die. Social media are media for social interaction between us who do not have the time or money to phone, meet and write long letters. For us who like to have a daily chat. And when we use the web-based technologies to transform and broadcast media monologues into social media chats and dialogues we do support the democratization of knowledge and information.
If you are question these channels, and refuse to accept them, you miss to participate in the ongoing dialogue both in your private life and in your business life. I believe that public relations in social media are more efficient and visible than traditional marketing for most of the target groups, if not for all of them.
But the more channels the better. The digital world will never replace personal meetings and spontaneous moments entirely. Integrated marketing communications coordinates the elements of the promotional mix. Social media is a marketing tool to produce focused messages and a complement in external environment monitoring.
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