TOOLS AND STRATEGIES FOR INCREASING THE EFFICIENCY OF SOCIAL MEDIA CAMPAIGNS

Cosmin Tileaga (), Claudiu Valentin Niå¢u and Oana Opriè˜an
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Claudiu Valentin Niå¢u: "Dimitrie Cantemir" University, Bucharest, Romania
Oana Opriè˜an: "Ovidius" University, Constanta, Romania

Revista Economica, 2016, vol. 68, issue 1, 208-216

Abstract: Social CRM (Customer Relationship Management) is use of socialmedia services, techniques and technology to enable organizations to engage with their customers. Social CRM tools allow businesses to better engage with their customers by, for example, listening to sentiments about their products and services. Ownership of social media is shifting away from Marketing and Communication as engagement increasingly relates to inbound customer service-based topics. Rather than social being seen purely as a space for companies to deliver outbound marketing messages, it is the inbound customer queries that allow for meaningful points of engagement and the building of brand advocacy. There are hundreds of social media tools specifically designed to make the lives of social media marketers easier. This paper just highlights a few of them together with the most important features that will show us how we can use them to improve our social media marketing.

Keywords: SCRM; SCRM ROI; profitability; economic and financial increase (search for similar items in EconPapers)
JEL-codes: M1 M2 M3 (search for similar items in EconPapers)
Date: 2016
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