ABSTRACT
Social media has allowed more direct contact between the sender and receiver of a message as it allows easy communication across distance and time. This chapter explores how the traditional communication model and the categorization of media has changed even though it still has the same purpose; what forms of paid media are still effective in motivating consumer purchase; how does an organization use the new forms of social owned media to generate earned media; and how the traditional promotional methods are still effective in building product and organization awareness. For promotion to be effective the organization must first have an understanding of the benefits the product offers. The purpose of paid media is to drive consumers to owned social media. One of the tasks often overlooked is the need to analyze promotional expenditures to ensure that the money spent on marketing communications is resulting in enough revenue to not only cover the costs but also increase profits.
