Social Media and Interactive Communications: A service sector reflective on the challenges for practice and theory
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Social Media and Interactive Communications: A service sector refle...
Author: Durkin, Mark
Brand: Taylor & Francis Ltd
Edition: 1
Binding: Paperback
Number of Pages: 144
Release Date: 04-09-2018
EAN: 9780367023966
Languages: English
About the Book:
In Managing Interactive Communications Through Social Media, Mark Durkin examines the challenges and opportunities presented by social media in service contexts. While the integration of new media alongside traditional marketing activities seems promising, many organizations face difficulties in managing the interactions effectively and profitably. The book explores the potential value social media can bring to customer service experiences in industries such as healthcare, travel, and small businesses.
Despite the perceived ease of launching social media initiatives, firms often struggle to manage the subsequent interactions and engagement in ways that truly benefit their customers. The text delves into the crucial marketing concepts of customer relationship management (CRM) and customer complaining behavior, offering insights into how businesses can better leverage social media for value creation.
