Integrating Social Media in CRM: Engaging Customers on Digital Platforms

Tahir Mumtaz Awan and Zohaib Riaz Pitafi

A chapter in Customer Relationship Management - Contemporary Concepts and Strategies from IntechOpen

Abstract: This chapter explores the integration of social media into Customer Relationship Management (CRM), highlighting its significance in modern business practices. It covers the rise of social media in business, focusing on key platforms and their impact on CRM. The chapter discusses strategies for integrating social media into CRM, emphasizing the importance of aligning these with business objectives. It examines tools and technologies for effective integration, engagement techniques, personalization strategies, and the role of social media in customer support. Additionally, it addresses ethical and legal considerations and forecasts future trends in social media and CRM integration.

Keywords: social media; customer relationship management; CRM integration; engagement strategies; personalization; user-generated content; ethical considerations (search for similar items in EconPapers)
JEL-codes: M10 (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ito:pchaps:329576

DOI: 10.5772/intechopen.114979

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