Some of the post popular tweets are tweeted by companies and businesses. Powerful brands like Coca-Cola and McDonald's boast Facebook pages with millions of fans. Social media, including social networks, makes it ever more important for companies to ensure their online exposure ties directly to their brand image and messaging. Along with television, radio, and print, social media is part of the communications ecosystem that works as a whole to create an enjoyable and seamless consumer experience across multiple channels. Likewise, integrated marketing communications is increasingly incorporating social media into the promotional mix to reach consumers on the web and on mobile devices.
Source: Boundless. “Social Media Marketing Communications.” Boundless Marketing. Boundless, 10 Oct. 2015. Retrieved 04 May. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/social-media-marketing-15/introduction-to-social-media-and-digital-marketing-98/social-media-marketing-communications-481-4111/