Social Media A Strategy in Developing Customer Relationship Management
Abstract In this era of new technologies, social media is a must for an organization to remain competitive on the market. Social Media is a tool to manage relationships with customers and keep them closer. This paper aims to analyze how social media supports the development of customer relationship management. It is examined the significant role of social media, the use and the rise of social networks. The use of social media marketing represents a strong factor in developing a CRM strategy. CRM considers the client the center of a business and orientates the marketing policy in this direction. Based on case studies and questionnaires, this article analyzes the necessity of transition from traditional CRM to social CRM. Although social CRM is a relatively new domain, the researchers are very interested in how CRM can emerge with social media. The study emphasizes examples of how companies can benefit from the use of social media, growing sales and profitability, creating advertisements, acquiring new customers, retaining them and make them loyal. Organizations should adapt to the rise of this new trend social media.