So where does Social Media fit into the Marketing Mix?

I have been a SM Marketing practitioner for many years and have built up the social presence of other SME’s but it was only a few months ago that I decided to start my own business.  During these months I have built up my own online presence on social media platforms by talking to people, listening, sharing information and networking.  Through my efforts and through recommendations my clients for the most part have found me.  My little SM business is a living breathing example of how social media can work for you.

But it’s not just the SME’s that are getting social, as Gideon Spanier points out in his article in The Evening Standard (Mon 24th October 2011)  “Brand managers recognise social media has become not only too big to ignore but also integral to the Marketing Mix.”

SM Marketing mix from


So if social media is so important, where does it fit into the Marketing Mix?

With the above in mind, its no surprise that Ritu B Pant suggests alongside the established ‘Marketing Mix‘ – Product, Price, Placement and Promotion (The 4 P’s), social media has a Marketing Mix all of its own:

People – Integral in putting the ‘social’ into social media

Platform – There are A LOT of SM platforms to work with, for a marketeer, its all about discovering which platform your customers and potential customers are on.

Participation – Get involved, build meaningful relationships

Promotion – let people know about what it is you’re offering them – promote your business


Marketing Mix from


Manolis Kounelakis from Eyeflow has a slightly different approach, he says there is a 5th P in addition to the traditional 4 P’s which is Participation and from participation come the 5 C’s of social media:

Conversation – Get involved, get talking to your customers and potential customers, with SM there are no limits

Community – build your own community around your brand or become part of a local business community

Commenting – Let people know that you are listening and make comments about things that you find of interest

Collaboration –  Build a relationship with other people on SM platforms, work together to build your presence and spread the word.

Contribution – Get involved, don’t be lazy, once you have made the decision to build your presence and start a conversation you have to keep it up.


So what does this all mean for marketing in the post-noughties decade?

Marketing is an ever evolving beast, with changes in technology driving how we socialise online and more and more people participating, it is a very exciting time to be a marketeer!


‘As brands get more social, they must listen more than talk’ By Gideon Spanier (Evening Standard, Mon 24th October)

The Social Media Marketing Mix (The 4 P’s) by Ritu B Pant

The 5 C’s and The Marketing Mix in the Social Media Era – posted by Manolis Kounelakis