Adapting to Survive : Facebook’s Introduction into the IMC Ecosystem
Date Issued
2013
Author(s)
Abstract
The Facebook Page feature is designed to encourage businesses to engage with
their customers directly and authentically but so far it is only used by a relatively small
number of companies and its use has not yet attracted much academic interest. It is here
proposed that in order to establish jurisdiction or test the tools of IMC for applicability to this
emerging milieu of meaning and value co-creation we first need to ascertain what companies
actually do vis-à-vis IMC theory.
This paper aims to offer a first glimpse of the novel realities that are emerging and the
degree to which the world’s largest and most reputable companies are adapting to them.
their customers directly and authentically but so far it is only used by a relatively small
number of companies and its use has not yet attracted much academic interest. It is here
proposed that in order to establish jurisdiction or test the tools of IMC for applicability to this
emerging milieu of meaning and value co-creation we first need to ascertain what companies
actually do vis-à-vis IMC theory.
This paper aims to offer a first glimpse of the novel realities that are emerging and the
degree to which the world’s largest and most reputable companies are adapting to them.