@inproceedings{15684f0da775472187946efef38fd287,
title = "Relationship development with customers on Facebook: A critical success factors model",
abstract = "Social Networking Sites have been increasingly used by organizations to communicate with and manage relationship with existing and new customers. Through a review of the literature, content analysis of online discussions, and a set of interviews with SNS experts, this study has developed a critical success factor model for effective customer relationship management on Facebook. The model suggests seven critical factors: (i) Develop a strategic SNS plan, (ii) Ability to measure and monitor outcomes, (iii) Integrating SNS activities with other forms of marketing, (iv) Let the users/consumers participate, (v) Being committed to SNS task, (vi) Regular updates on the SNS, and (vii) Try to be honest and authentic during the campaign.",
keywords = "CRM systems, Critical success factor, Facebook",
author = "Babak Abedin and Hamed Jafarzadeh",
year = "2015",
month = mar,
day = "26",
doi = "10.1109/HICSS.2015.227",
language = "English",
series = "Proceedings of the Annual Hawaii International Conference on System Sciences",
publisher = "Institute of Electrical and Electronics Engineers (IEEE)",
pages = "1889--1898",
editor = "Bui, {Tung X.} and Sprague, {Ralph H.}",
booktitle = "HICSS 2015",
address = "United States",
note = "48th Annual Hawaii International Conference on System Sciences, HICSS 2015 ; Conference date: 05-01-2015 Through 08-01-2015",
}