How to Improve Your IMC Plan with Social Media
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How to Improve Your IMC Plan with Social Media

  Jun 11 2019

# Marketing and Sales

When you have a business, it’s important to inform the world about it. But how you do it, can make it or break it. An Integrated Marketing Communication (IMC) plan acts like a blueprint of the specific ways your company will transmit its message, and what it will say about itself, its products and services.

The IMC plan must not be set in stone. It needs to evolve like any other marketing strategy you may have. The best practice in this matter is that once your plan is put together, you adjust it according to the changing demands of the marketing landscape and to the evolution of communication channels.

In time, your IMC plan will incorporate several different communication mediums, such as public relations, online and offline advertising, content marketing, and—most importantly these days—social media.

Social media is a communication channel that plays a vital role in any IMC plan, particularly because in addition to its reach, it is a valuable source of customer intelligence and data.

Here are 3 ways you can benefit by integrating social media into your IMC plan:

1. In advertising

If social media is not already part of your advertising strategy, it definitely should be! It has proven itself. It is the channel that is earning a big and ever-growing part of advertising budgets because it allows a company to react quickly and make almost immediate changes to its ads, target its specific audience, and measure its advertising ROI.

2. For market research

Including a qualitative and quantitative market research section in your business can be difficult, tedious, and expensive. However, as a marketer you should know who your target audience is and what your strategy and tactics should be. Social media networks generate an abundance of data that can, relatively easily, help you uncover detailed information about your target audience and gather qualitative data.

3. To report on your IMC plan

With social media analytics tools, you can report on how many people you reach, the number of people that visit your website through your social media content and the kind of communication method that works best for your audience.

Start building and improving your integrated marketing communication plan today!

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George R. Khayat


Mr. George Khayat is a partner with Meirc Training & Consulting. He holds a bachelor of science in management from the Lebanese American University, a master in marketing and communication from ESCP-EAP University in France, and is currently completing a master of science in management from St. Joseph University in Beirut. George is a certified marketing analyst (The Graduate Board of Management, USA), a chartered marketer (Chartered Institute of Marketing, UK), a certified Lego® Serious Play® method facilitator, and a certified sales professional (Sales Training International, USA). He is also certified in Action Selling® (USA) and Guerrilla Marketing (Australia).