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One of the key roles of social media from a marketing perspective is the development of a client based platform. It is becoming an increasingly important part of any business’s marketing. Businesses can utilize existing online platforms to build networks of current and potential clients. By being active online allows businesses to connect with their customers in innovative ways to become a trusted source of information and convey the passion they have for their industry.

Social media has become an essential channel for corporations to build a two-way relationship with their customers. However, having a social media account cannot solve everything. To make the best use of social media in keeping a positive relationship with their customers, corporations ought to seek and maintain influence among their followers in social media, and participate in communications with them.

Social media is not new. Facebook has been around since 2004, YouTube since 2005, and Twitter in 2006. What is new is how social media sites like Facebook, YouTube and Twitter are affecting the way businesses market their products and services. Never before in our history have consumers been able to communicate so effortlessly with each other and with the businesses they frequent. Never before have businesses been able to interact and react to customer feedback so quickly and efficiently. However, just because businesses have the ability to use social media for their marketing and advertising efforts, does not necessarily mean they should. This paper intends to

Engaging customers, providing customized experiences and developing brand advocates are all important in the marketing world. For sales, the primary goals are generating qualified leads, forging strong relationships and retaining hard-won accounts. Customer service wants to anticipate what customers will need or want, be proactive rather than reactive and avoid customer experience failures. Although it might seem that marketing, sales and customer service need a variety of tools to accomplish their goals, each department can benefit from using social media to connect with customers. This task can be made easier by using the social insights module available in

Raise in the use of internet, smart phones, social medias etc. has brought world closer. Businesses are changing way of approaching market. Therefore, we cannot deny that most of the business today are run through social medias like Facebook. A study (Gergely, Motitz, & Dimitri, 2014) shows that 60% of the wineries are communicating with their customer through social medias resulting in higher turnover than those of non-users. It (2014) shows that customers were likely to receive offer more quicker and constantly through social medias.

Social media is capable of connecting a brand with its consumers and discover how they are being perceived, it also has the power to change perceptions and identify the key people within the business network. The unique feature of social media is that it can provide corporations and businesses solutions developed through operating with consumers and stakeholders. Basically, social media serves as a visible connection to one’s corporation and its stakeholders, consumers, suppliers, etc, who each have a defined role within the system to filter and regulate information. As mentioned earlier, the influence of social media is spreading in a proliferative pace that has resulted to an essential transformation in society, technology and business customs.

The three keys to successful marketing are identifying, targeting, and connecting with the right audience. In today’s technological world, having a presence on social media is essential to marketing success. According to studies, more than half of the population of the United States has a profile on at least one social networking site. Marketers who do not take advantage of social media are missing out on a crucial opportunity to connect with customers, and those who do are ahead of the curve.

In today’s business world, social media is being discussed on a daily basis. This phenomenon has taken over the marketing and advertising industries and has changed the way they handle their efforts to attract customers. There is a big misunderstanding that social media are only popular networking sites such as Facebook and Twitter, but as defined by the Merriam-Webster dictionary, social media are “forms of electronic communication (as Web sites for social networking and micro blogging) through which users create online communities to share information, ideas, personal messages, and other content (as videos).” The rise of these online communities has given companies an opportunity to engage in conversations with their customers. This in

Social media is today widely integrated into dynamic computing and servicer architecture. In fact, social media can do so much more today than some years ago. With Twitter or Facebook it is possible to use networking and information sharing techniques to build high quality links and increase PR of a target site. In fact, social media marketing integration is so ingrained into the 21st century system it has become part of the entire cultural process in fact, as some authors state, it is part of the market creation process. Social media is a relatively new term that includes web and mobile based technologies that allow communication to be more of an interactive dialog between individuals, communities, and organizations. It is a way that technology is used to enhance communications and enable different sorts of cultures and groups to interact.

Social media is a powerful source through which companies are able to establish real time connections with consumers, employees and investors and build these personalised relationships with a global reach (Safko 2009). Living in an age where iPhones are produced at a faster rate than babies being born (Ford Report 2012), consumers are armed with real time connectedness through their mobile devices, and tablets which will continue to facilitate the widespread use of social media. Since social media is a lower-cost tool that enables companies to engage in direct consumer contact it can be significantly more efficient than relying solely on

Social media's influence is accelerating across every aspect of society, bringing with it a need for increased authenticity, transparency and trust. For the first time customers can stand on equal ground with the brands they buy from and in some cases, are very loyal to. Of the most disruptive force in society today, social networks are revolutionizing how the consumer interacts with every strata of business and government as well, from the small business to the global enterprises, from city hall to The White House (Bernoff, Schadler, 2010). This new platform of social media gives customers, and in the case of governments, citizens, the opportunity to voice their opinions, good and bad, very loudly and often get global attention from their efforts to change societies (Ang, 2011). The Arab Spring of 2010 forever changed how political change will take place in a country. That series of political events, all broadcast in real time over social media, solidified the value and immediacy of social media as an instrument of change. Social media as the foundation of Customer Relationship Management (CRM) systems has progressed rapidly form the initial integrations completed by Salesforce.com and others, to where Social CRM (SCRM) is a category unto itself in enterprise software (Greenberg, 2010).

IT companies might have different interpretation on the effectiveness of SMM from customers. They normally interested in knowing the ROI and reputation of SMM but this is not the issue customers concerned. Baird and Parasnis (2011) have discovered a gap between customers and IT companies (IBM) on construing social media. It is related to the combination of SMM and the customer relationship management (CRM) of these companies. The gap describes that customers wanted more actual value than simply engaging a good relationship which businesses desired. In addition, they have suggested companies should think on the side of consumers, what they genuinely want and value, in order to reinvent a new set of CRM with the element of SMM.

In recent years, traditional marketing strategies have been questioned about their ability to be implemented in the present. As customers become more technologically oriented and explore the opportunities that the web has to offer them, marketers have identified that there is a need for the implementation of strategies that would allow them to create and maintain relationships with customers on social platforms. As a result, marketers have updated traditional marketing strategies to newly developed strategies that meet their current needs. They have adapted this strategies with the purpose of developing relationships with prospect customers, maintaining relationships with current customers, and fostering and creating loyal customers for the purpose of finding a mutual benefit for the business and the customer. Finally, this topic was chosen because the transition from traditional marketing to the new concept of social customer relationship management tends to be overlooked by some companies. In addition, those companies need to comprehend that the future is here and it is also changing how customers interact with the seller. The goal for paper is to understand and visualize the importance of adapting new social media strategies with the objective of benefit both the seller and the customer.

If your marketing is like squeaky wheels the social media channels are the oil in it. It is a contribution of precious time and resources. Social media allows small business to act big and make their online presence “WOW”. Here, I want to share a wide information regarding the benefits of open source social technology for business.

Customer relationship management (CRM), the word is creating a significant impact in recent years and also stands as the big player for the business success. Any vertical industries from marketing to technology, footstep of the CRM brilliantly walk out in all the areas, and its dependencies create tight conditions. In the past decades, we could have seen that best transformation how the customer care delivered. Especially, Internet of things is changing their way into more engaging and flexible. Embedding of the Social Media and CRM fusion to give a new term “Social CRM”, off course, became a rich treat to the businesses especially to the financial and banking industry it’s blasting. Since banking and financial industry mainly depends on only the Customer. Initially, CRM became an essential but today became a mandatory factor to run the successful business. Since 2014, Social CRM acts as the optional categories, but they are numerous top software provider are added with numerous merits to make it as standalone software for the social media purpose alone.