Title: Social media monitoring: paradigm shift in CRM

Authors: Charudatta Thute

Addresses: Fujitsu Consulting India, A-15, MIDC Technology Park, Talwade, Chikhali, Pune, MH, 412114, India

Abstract: Social media as means of marketing evolved from the late '90s and today, it has become the biggest source of communication around the world. Interaction-based social media has taken the world by storm and is reinventing how we consume, view and share information. It is a new entry into the marketing arena, which can be typically termed as 'buzz marketing'. Online brand monitoring and real-time customer engagement are the most important points to increase the online presence and efficiency. Deploying actionable social media marketing campaign for branding of products and brands will make the products appear compelling and attractive. Businesses, which are lacking in this area will tend to lose the overall view of their customers by ignoring the most important and relevant channel of communication today, i.e., social media. It is also important to know what is working for the customer, simultaneously keeping a tab on current market trends.

Keywords: social media monitoring; customer relationship management CRM; customer engagement; sentiments; brand monitoring; social media marketing.

DOI: 10.1504/IJECRM.2013.060699

International Journal of Electronic Customer Relationship Management, 2013 Vol.7 No.3/4, pp.231 - 238

Received: 09 Nov 2013
Accepted: 17 Jan 2014

Published online: 26 Apr 2014 *

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