Recent research on social CRM principles

Following is a series of research articles focusing on social CRM. These articles explore different facets of the concepts underpinning social CRM.

Interactive digital advertising versus interactive community (download). This article focuses on what motivates individuals to participate in social networks and what causes these individuals to respond to social advertising.

Advertising on Facebook. This is a well-written article on Facebook advertising best practices, strategies and tactics.

Customer engagement and Facebook pages. This is an in-depth article focusing on many nuances of how to leverage Facebook business pages to increase customer loyalty.

Value-based CRM. This article explores the relationship between marketing, IT, and finance to deliver an effective CRM solution. The authors make some great recommendations as to how finance departments can work with marketing and IT departments to set proper metrics tied to corporate business objectives.

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