Companies after ever increasing the speed of utilization of internet and private network by individuals decided to use social networks to become more and more popular in terms of their banding strategies, positioning, marketing activities, customers services and feedbacks, implementation of e-CRM and alike. People use social networks in order to communicate, share their ideas, and use the flow of information and other means of publishing information about themselves.
Although since 1990s, utilization of internet, many social networks and internet tools had emerged, it was not popular. Recently, through the development of social network in friendly atmosphere and with less complexity in terms of functioning for individuals, this service (social network service) has become part of people’s lives.
In terms of clarification of analysis on customer satisfaction, customer retention, and customer relationship management and customer feedbacks, social networks play a pivotal role. As a result companies have tried to utilize Social network services in order to better serve customers and obtain other various objectives. Most companies recognized that social network sites (SNSs) like Napster, Facebook, and Twitter and so on are the best places to them in order to highlight their brand image through which they can increase their market share, and sustainability.
What is a Social Network?
It is considered as a platform through which social relations will be built among people and information sharing will be facilitated. Through social networks sites personal information and relationships can be shared and users can stay in touch.
Most of SNSs provide a personal page for posting, ability to search for friends and other issues like updating profile and personal data and have the ability to restrict and/or conceal the mentioned information by page owner from the eyes of public or specific people.
These Online facilities (SNSs) have improved the movements of individuals on online tasks, especially in the mentioned social networks for the purpose of maintaining friendships regardless of distance (geographical limitation). Not only that but also it enables people to find better jobs and partners.
Regarding the acceptance of these sites by people, companies have become interested to get involved in this process through which they can sell their products and services and better serve customer ‘s needs and wants and through analysis of consumer buying patterns and their feedbacks they can fine tune their decision making process as well as their strategies.