Improving Customer Relationship Management Through Social Listening: A Case Study of an American Academic Library

View Sample PDF

Author(s): Margaret C. Stewart (University of North Florida, USA), Maria Atilano (University of North Florida, USA)and Christa L. Arnold (University of North Florida, USA)
Copyright: 2018
Pages: 21
Source title: Diverse Methods in Customer Relationship Marketing and Management
Source Author(s)/Editor(s): In Lee (Western Illinois University, USA)
DOI: 10.4018/978-1-5225-5619-0.ch011

Keywords: Business & Management / Business Science Reference / Marketing

Purchase

View on the publisher's website for pricing and purchasing information.

Abstract

In the dynamic world of social media strategy, developing an effective approach to customer relationship management (CRM) online is challenging. With best practices for CRM on social media still being uncovered, the value of social listening is becoming recognizable in contemporary social CRM. This chapter presents a case study that shares the actions, insights, and experiences of using social media for CRM at the academic library at a mid-size American university located in northeast Florida. Using specific examples of how social media is used to engage in social listening and to enhance CRM, the social listening practices and social media strategy of this library are highlighted in relation to how they influence and potentially improve CRM. By examining the practices of this individual institution's library, a better understanding of how academic libraries engage with customers using social media as a CRM platform comes to light. In addition, ideas for future research on the intersection of social listening, CRM, and social media strategy are discussed.

The IRMA Community

Research IRM

Improving Customer Relationship Management Through Social Listening: A Case Study of an American Academic Library

Purchase

Abstract

Related Content

IRMA Sponsors