Bacall Associates views social media as an excellent helping tool to several business owners. It can help you with your public relations as well as fostering your integrated marketing communication (IMC) plan. Bacall is known for their cost effective integrated public relations, marketing and sales campaigns in the United Kingdom, Asia like Singapore and Hong Kong.

It's critical to have an IMC plan first before you start communicating with the world about your company according to Bacall Associates. It may contain different approaches on how to communicate your business with your target audience. It can also be a powerful guideline to marketing teams during implementation to reduce any concerns and to prevent any internal disagreements between stakeholders.

Social media is considered essential to any IMC plan these days whilst your IMC can use several different communication mediums such as content marketing, public relations, advertising and social media. Bacall Associates found the impact of social media on the following areas, which proved that it could improve your IMC plan.

Public relations (PR)

Social media has lessened the pressure on PR pros over the past few years because it offers great benefit and easy accessibility to them. They can get a comment out within minutes of the news breaking with social media, its speed and relevance are really remarkable. Your social media audience should be connected to your sources.

Advertising

Social media made a huge change in the world of advertising today because it can specifically target your audience, easily measure your social media advertising ROI, and immediately make changes to your advertisements, that's why business owners put big advertising budgets on social media nowadays.

Reporting on your IMC plan

It’s also important to consider the data available on social media analytics tools in your strategic planning even if there were already different ways where you can report on your IMC plan. Social media analytics can help you gather data from blogs and social media platforms and can examine that data to help you make business decisions.

Choose the right social media platform

Knowing where your potential customers are finding you on social media can help you decide on which platform to use for your brand. You can ask your marketing team to report this information to you. However, it should depend on your target audience. If your brand is aimed towards the consumer market then Facebook should be your first priority. But if your business is focused towards B2B and promotions then LinkedIn is the perfect choice for you. Twitter could be the best of both worlds according to many business owners since it could be used as a promotional or a customer service platform at the same time.

Be reliable

Your business should establish creditability, however, this may include a long process but remember that what comes easy, won't last, what lasts won't come easy. You can begin with developing a professional profile and make sure that your updates are discussion-worthy and have value in them with a little percent of being directly promotional posts.