Adding social media to the marketing mix

Resumen:
The article offers the authors' insights on the impact and significant use of social media to the marketing mix of a company. The authors state that many companies have started to delimitate key aspects of their marketing mix to include social media, such as the online word of mouth (WOM), and they use social media as alternative to traditional advertising. They also present a table which differentiates traditional advertising and WOM, in terms of credibility, interactivity, and intrusiveness.