Improving customer relationship management on social media

It's becoming increasingly important for companies to develop and actively participate on social networks.

It's becoming increasingly important for companies to develop and actively participate on social networks. This is where customers are going to share information and experiences about the brand.

A recent study by The Center for Marketing Research at the University of Massachusetts at Dartmouth found companies are prioritizing social media over more previous communication channels. In 2011, 91 percent of companies used social media sites such as Facebook, LinkedIn and Twitter and 90 percent of executives said these accounts were important for brand awareness.

When many companies develop presences on these networks, they face the challenge of determining the best ways to deal with negative reviews. One of the most effective strategies is to plan ahead. It's likely that most companies will receive some negative responses, whether complaints are about ineffective coupons or faulty products, companies should have comprehensive response practices and policies in place, reports genConnect. When companies develop a strategy ahead of time, they can direct the conversation and effectively manage customer relationships.

Cosmetics and beauty brand Avon has found a way to manage discussions on its Facebook presence. The company has made efforts to direct consumers' conversations about its products, according to Wave. So far, the strategy has paid off. More than 80 percent of the comments on the brand's site are product-related. Avon has also used the page to build a wider brand reputation and has earned customer satisfaction and loyalty through its social strategies.