Adapting to Survive : Facebook’s Introduction into the IMC Ecosystem

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.