3. Conclusions
Theoretical research has revealed that business sector should judge increasing importance of social media and
envisage its potential benefits. Despite that all traditional marketing communications have to become seamless
integrated discipline, because only then they will award organisation with full benefits. Interdependently concerted
marketing communication means and messages create integrated marketing communication.
Business organisations should be interested not only in creation of relations with customers but in their
strengthening and development as well, and to look for new ways to increase customer loyalty. Most important aim
of organisations for participation in social media is to achieve ability for organisation to make impact in customer
decision making.
Social media is rapidly transforming interactions and ways of communication in society, therefore business sector
has to judge importance of social media appropriately and utilise it for communication with users. Application of
social media gives organisation a possibility to communicate with large target groups, form and improve its image,
maintain relations with customers and increase sales very effectively and with little costs.
Business organisations have to adapt to changing conditions of the environment and use integrated marketing
communications through all possible channels by utilising possibilities enabled by social media. It is preferred to do
this in innovative manner, while paying lots of attention to meeting the needs of customers and without disclosure of
personal goals. Before applying social media integration into marketing communications, first of all organisations
have to consider all possible means and channels of communication with target groups, to create communication
message attractive and acceptable to the specific consumer and only then disseminate it through appropriate
channels.