An Exploration of the Value of Online Social Networks for Salespeople

Abstract

Social Customer Relationship Management, using interactive technologies to have conversations with the customer, is rapidly emerging as a source of competitive advantage. Online social networking, such as using LinkedIn or Facebook, is being touted as essential to building customer relationships. Salespeople whose primary function is to build relationships are embracing online social networking to reach their sales goals. This paper reviews academic and practitioner literature to consider what aspects of interpersonal relationship building may be enhanced by the use of online social networks. Sales process support, trust building, weak tie leverage, customer value creation, buying center identification, and contact management are proposed as areas where online social networks could contribute value to sales endeavors.