Abstract
This study analyzes how large Brazilian companies use social networks to build customer relationships. Our theoretical references include: social networks and sociabilities; the social networks Twitter, Facebook and Orkut; and relationship marketing. Empirically, we carried out a multiple, qualitative case study in three different companies belonging to different sectors: Company A (Health and Beauty), Company B (Technology), and Company C (Publishing). Eight semi-structured in-depth interviews were carried out between April and September 2010. As a result, we observed that the referred companies are using social networks as a channel to offer clients information and services. Organizational structures vary in name and format. At the Health Care company, the Public Relations department is responsible and hires an external Public Relations Agency to take care of social networks. At the Technology company, the responsible department is called Online Media Management, and also deals with social networks through an external Communications Agency. At the Publishing House, strategy and implementation are carried out internally, by journalists, but with little interaction with the two departments (Database Marketing and Signatures) responsible for customer relationships. We conclude that there are opportunities for improving online services in all three companies, through implementation of custom actions. This study innovates by exploring the use of social networks and relationship marketing, and discusses the structures through which they are being implemented in Brazil.
Highlights
We found that in this case, the company carries out Relationship Marketing actions through its social networks
The comparative analysis of cases is separated by topics: social networks and relationship marketing
The marketing department is involved in defining social networks operational strategies
Summary
Social media play a fundamental role in changing the nature of communications within and without organizations. Immersion in Internet-based social media allows people to communicate with hundreds and thousands of others about products and companies (MANGOLD; FAULDS, 2009). Our goal is to explore how three large companies in São Paulo use these social networks to build customer relationships. In this context, we seek to analyze which social networks are most used by organizations, the criteria behind this choice and its perceived returns. We seek to analyze which social networks are most used by organizations, the criteria behind this choice and its perceived returns This topic is contemporary and relevant due to the increasing number of companies which make use of social media in their communication plans. There is growing interest in the topic amongst companies, so this study aims at bridging the gap by exploring how three large companies use their social networks to build customer relationships
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