Social media has become an important aspect of everyday life in today’s world. Platforms such as Facebook, Twitter, and Instagram have changed the way people interact across the globe. As a result, businesses have incorporated social media as one of their strategies meant to drive their business forward (Erdoğmuş & Cicek, 2012). Studies on the impact of social media on business performance have shown a positive correlation between social media usage in marketing and customer relationship management and business performance (Khanlari, 2015). Most social media platforms used to drive customer loyalty, and client relationship management are Facebook, Instagram, Twitter and Whatsapp (Khanlari, 2015). This is because the said platforms provide a fast, efficient, convenient and cost-effective marketing platforms through which business organizations can make communications, build and maintain relationships with their clients (Erdoğmuş & Cicek, 2012)
In the past, businesses relied on mainstream media to carry out advertising and communication with their customers. Mari’s book on The New Relationship Marketing presents how social media has simplified how businesses in the current world maintain close contact with their customers (Mari, 2011). Platforms such as Facebook make it possible for companies to run their communications faster and to reach a larger population than mainstream media. Social media sites such as Facebook have a high number of subscribers (Mari, 2011). As such, a business can make their communication through these sites, and the same can be accessed by more people, thus making it possible to maintain a closer relationship with the customers and subsequently cementing customer loyalty.
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Researches done indicate that customer loyalty helps build customer loyalty and customer retention (Management Association, 2018). By simplifying communication, social media makes it possible for customers to access information much faster than they would have while relying on mainstream media (Management Association, 2018). It is much easier to address customer complaints and issues. This means that customers can be confident of their concerns being addressed by raising them through social media platforms, in a much faster way, and thus maintaining their loyalty (Erdoğmuş & Cicek, 2012). Social media has helped organizations to identify areas that need to be addressed, and also carry out surveys on their products’ performance and perception in the market (Management Association, 2018). This helps the organizations to identify ways and means of addressing their products weaknesses much faster, thus helping build on customer loyalty and retention (Management Association, 2018).
References
Erdoğmuş, I., & Cicek, M. (2012). The Impact of Social Media Marketing on Brand Loyalty.
Khanlari, A. (2015). Strategic Customer Relationship Management in the Age of Social Media. Hershey PA: Business Science Reference.
Management Association, I. (2018). Social Media Marketing. Hershley PA: Business Science Reference.
Mari, S. (2011). The New Relationship Marketing. Wiley Publishers.
