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CULTIVATING CUSTOMERS THE SOCIAL WAY Name Institution Abstract In an increasingly competitive business environment, the top management of a firm must find ways to attract and retain new clients. The marketing department must continuously adapt to emerging trends that may help garner new customers and communicate efficiently with the current customer base. Luckily, the advent of information technology has revolutionized human communication in unprecedented ways, with infinitely superior modes of communication being unveiled regularly. One of the most important innovations, which have had a profound impact on human interaction, is the introduction of social media applications and the widespread adoption of mobile technology worldwide. With Facebook, Twitter and Instagram and other social networking sites quickly gaining global appeal, companies have quickly realized the broad adoption of this technology among all social demographics. This research paper seeks to explore the major networking platforms, their benefits to a firm concerning customer attraction and lastly, the importance of a business cultivating customers the social way. Introduction With increased competition in almost every business sector, brands need to be more innovative in developing customer relations. However, with the advent of social media networking sites such as Facebook, companies have gained a new front in customer attraction and retention (Miller, Vandome & McBrewster 2015). Currently, any business can quickly post a new product or service on an online social forum, and within a few moments, receive honest reviews and opinions. Furthermore, online communication is proving crucial in
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