Marketers who are new to using social media for customer interaction have been given the abbreviation SPICE to help them maximize their use of the medium. In a Fresh Business Thinking article, Wayne Smallman created the abbreviation, which he said stands for Support, Publicize, Integrate, Control and Enhance.
Social media websites and networks can be used to support and publicize a company, while firms should also take care to integrate social media within marketing, Mr Smallman explained.