SMM Tools for Customer Relationships Management: Characteristics, Efficiency

This project is intended to familiarize its readers with the concept of social media marketing (SMM) and the value of its instruments. For the past decade, social media has been an enormous part of our lives. The concept of SMM is somewhat new and unestablished theoretical niche that still contains many undiscovered questions. As undiscovered as it is, it was thoroughly investigated years prior and now it’s an especially interesting topic, considering how dependent marketing has become on social media in general. The current study is an attempt to explore the importance of SMM in todays marketing strategy and further develop how the effectiveness of its instruments is measured. The study will include available recent data to analyze listed questions. SMM instruments today is one of key elements of the majority of successful marketing strategies. The project will describe some of the most common studies concerning SMM and its instruments. After that the authors ideas will be given. The results of the research of various effectiveness indexes will be evaluated in order to provide the level of efficiency of various tools and its reflection on customer relations.