Communication plays a vital role in the life of everyone. It is also the primary ingredient
for businesses to keep themselves connected among their customers. Nowadays, the
world can't hide the truth about changes in the traditional communication.Online communication arises, Social Media is the high-tech living proof. This social change presently affected the way businesses perceives communication. Social Media phenomenon grows too fast. With this in mind, the researchers explore the role of Social Media in the Marketing Communication Mix for Café Businesses. The researchers used
descriptive-survey technique to gather information about the role of Social Media. The researchers got the research participants from the locale of Bulacan. The participants were selected through purposive sampling meeting the set criteria: (1) Respondents must be in the top management of coffee business (business owner/marketing manager/supervisor) (2) Respondents must be capable and knowledgeable about the research topic (3) Respondents must be from the chosen Districts (4) Respondents must be from a coffee shop which use social media as a tool for marketing purposes. The researchers conducted survey questionnaire which was adopted from Sarah Tsitsi Chikandiwa and surveyed twenty-two (22) respondents. Afterwards, the researchers analyzed, presented and interpreted all of the data gathered and supported with existing and reliable related literatures. Vital details from the survey forms formed a useful and beneficial data. To create a consistent result, validation was done. The main aim of this research is to explore the role and position of Social Media in the Marketing Communication Mix for Café Businesses. The results answered the statement of the problem. It indicated that Facebook is the most used and effective Social Media tool for marketing purposes according to café businesses in Bulacan. Next, the results specified that the role of Social Media in the Marketing Communication Mix for café businesses was in accordance with the way they use the tool. Then, the results also showed that Social Media was primarily used for reaching potential customers and getting feedbacks for further improvements of the products and/or services of the business. Moreover, the results presented that the top challenge encountered by café businesses in using Social Media for marketing purposes was the fear of receiving negative feedbacks while the top opportunity was that Social Media offered a less expensive marketing communication process. Furthermore, the results showed that the best strategies in use of Social Media should be based from the organizational culture of the business with the confidence and assurance during the implementation. Lastly, the results also mentioned benchmarking, market segmentation and product positioning which indicated a much easier supervision of the process. Based from the results, the researchers concluded that Social Media have
big role in the Marketing Communication Mix for café businesses. It also indicated that Social Media through time can be positioned as a stand-alone strategy and an element
Marketing Communication Mix. This research showed that Social Media was versatile. Social Media has a lot of potential in the business industry. Social Media, if used properly can lead any kind of business to victory.