Abstract:

All companies wishing to be successful in the long run considering the current market dynamics, the adoption of technologies in everyday life, and the changes in the purchasing and consumption behavior of people resulting from this, must have or develop a strategic approach to integrating social media in the general mix of marketing communications. In the following paper, the authors propose a conceptual model of strategic use of social media instruments in the context of their integration into the marketing communications mix of companies in Romania.

The main results of the researches previously conducted have led to the development of this framework for strategic use of social media instruments by organizations in Romania, taking into account all the participants involved in this endeavor (communication and marketing specialists from companies, top management, social media users) the interests and needs of each category and the steps needed to be taken in order to build and implement an online social media strategy with the highest probability of success. The article comprises a summary of relevant research related to social media marketing, the description of the conceptual model of strategic use of social media tools for companies in Romania, followed by conclusions and recommendations.