Social Media as a Tool of Customer Relationship
Management (CRM) Cover Image

Media społecznościowe jako narzędzie zarządzania relacjami z klientami (CRM)
Social Media as a Tool of Customer Relationship Management (CRM)

Author(s): Agnieszka Bojanowska
Subject(s): Communication studies
Published by: Społeczna Akademia Nauk
Keywords: customer; CRM, social media; Internet; Facebook; Instagram; Twitter; YouTube

Summary/Abstract: This paper concerns the topic of social media as a form of tools for customerrelationship management (CRM). The author of the paper hypothesises that social mediahelp to build effective relationship between company and customer, which are part of thefounding concept of customer relationship management (CRM). Nowadays company’spresence in the virtual space becomes inevitable to achieve adequate competitiveness.To contact with customers, on different planes are used social media, which are becomingmore popular, not only among the youngest customers. It should take into account thedifferent and numerous aspects of communicating with customers in this way. Importantissues are choosing the right message and the ways of communication. This will be discussedin this paper in the context of the concept of customer relationship management.

  • Issue Year: 18/2017
  • Issue No: 4.2
  • Page Range: 299-312
  • Page Count: 14
  • Language: Polish