The Use of Social Media as a Tool to Capture Customer Value and Interaction

The Use of Social Media as a Tool to Capture Customer Value and Interaction

Husam H. Alharahsheh, Abraham Pius, Imad Guenane, Chad Manian
Copyright: © 2020 |Pages: 10
DOI: 10.4018/978-1-7998-2204-2.ch002
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Abstract

The chapter provides in depth theoretical and conceptual explanation of social media as well as firm-customer interaction through social media, highlighting several advantages and disadvantages of their uses. Furthermore, the chapter is supported using a framework relating to the development of social media channels and their uses for firms followed by inclusion of a service-based case study to further support the analysis on the communication process through social media platforms managed by the firm. Finally, the chapter highlights several challenges relevant to firm social media activities followed by key considerations based on the analysis provided in the different sections of the chapter.
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Categories Of Social Media

Social media channels can be divided into two different categories (Frost, 2016):

First category: Firm’s websites aiming to enhance customer community such as forums.

Second category: third party social media platforms such as Facebook, Twitter, forums accessed through third parties’ websites, YouTube, and Instagram.

Firms aim to use several techniques and channels to engage customers, monitor trends, and analysis such as market intelligence leading to creation and development of offerings.

Figure 1.

Enterprise uses of social media

978-1-7998-2204-2.ch002.f01
Source: (Frost & Sullivan, 2016)

As shown in figure 1 that firms use social medial for several purposes such as marketing, sales, employee collaboration, public relations and customer services. All these purposes can be gained through development of social media enabling firms to develop as strategy on their firm – customer interaction strategy.

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