Improving Customer Relationship Management Through Social Listening

Abstract

In the dynamic world of social media strategy, developing an effective approach to customer relationship management (CRM) online is challenging. With best practices for CRM on social media still being uncovered, the value of social listening is becoming recognizable in contemporary social CRM. This chapter presents a case study that shares the actions, insights, and experiences of using social media for CRM at the academic library at a mid-size American university located in northeast Florida. Using specific examples of how social media is used to engage in social listening and to enhance CRM, the social listening practices and social media strategy of this library are highlighted in relation to how they influence and potentially improve CRM. By examining the practices of this individual institution's library, a better understanding of how academic libraries engage with customers using social media as a CRM platform comes to light. In addition, ideas for future research on the intersection of social listening, CRM, and social media strategy are discussed.