Assignment:
Using the company you chose to study throughout the term research how the company employs a social media strategy to build and manage customer relationships. Compare the company's social networking sites and mobile applications with its official Web site to understand the CRM strategy and corporate social media strategy. In essay format, answer the following questions about the customer relationship management and social media strategies for your chosen company:
1. What elements of a good CRM program does this company use to build and manage customer relationships over the internet?
2. Who is the company's target market, and how does the company interact with these customers using social media and mobile technology channels?
3. Social media objectives are listed in Chapter 22 on page 356. Identify the company's primary social media objectives based on actual communications on its social networking sites. Be sure to provide examples.
4. Discuss the kinds of promotions used on the company's website, social media sites, and mobile applications that might encourage continued loyalty and online collaboration from customers.
5. What do you recommend that the company do to improve the effectiveness of its social media sites and mobile applications?
Soicial media Objectives
1.Listen and learn. Monitor what is being said about the brand and competitors, and glean insights about audi- ences. Use online tools and do research to implement the best social media practices. If you have established a listening strategy, this objective should already be accomplished.
2. Build relationships and awareness. Open dialogues with stakeholders by giving them compelling content across a variety of media. Engage in conversations, and answer customers' questions candidly. This will both increase Web traffic and boost your search engine ranking.
3. Promote products and services. The clearest path to increasing the bottom line using social media is to get customers talking about products and services, which ultimately translates into sales.
4. Manage your reputation. Develop and improve the brand's reputation by responding to comments and criticism that appear on blogs and forums. Addition- ally, organizations can position themselves as helpful and benevolent by participating in other forums and discussions.
5. Improve customer service. Customer comments about products and services will not always be positive. Use social media to search out displeased customers and en- gage them directly in order to solve their service issues.
Directions for the Discussion
To obtain full credit for this assignment, you must answer the available question as thoroughly as possible. Your answer should be thoughtful and composed using complete sentences.