Using social data to develop social intelligence: Case study of Cisco

Leslie Lau

Journal of Digital & Social Media Marketing, 2014, vol. 1, issue 4, 340-348

Abstract: Working with customers to identify their needs and provide solutions that support their success is central to the creation of long-lasting customer partnerships. Social media channels help develop and maintain these customer relationships. This paper describes the example of Cisco, which has over 515,000 Facebook fans and more than 288,000 Twitter followers on its corporate channel. Cisco also drives community engagement via other social channels including, but not limited to, YouTube, SlideShare and LinkedIn. In addition, it supports social media interaction with its customers, partners and prospects through the Cisco Blogs (blogs.cisco.com) and Cisco Communities (communities.cisco.com) platforms. Engaging with one’s audience through such social channels is an important key to developing strong relationships. Furthermore, the power of social media increases exponentially when one integrates social media into core business processes, leading to customer loyalty, deeper relationships and a true partnership between the company and its customers. This is the promise of social customer relationship management.

Keywords: social media; CRM; social CRM; customer relationship management (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1160/download/ (application/pdf)
https://hstalks.com/article/1160/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2014:v:1:i:4:p:340-348

Access Statistics for this article

More articles in Journal of Digital & Social Media Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().