Creative Commons

This study explains the role of social media as a solution to traditional Customer Relationship Management failures. Customer Relationship Management (CRM) concept as strategic marketing tool, is analysed. Accordingly, this study explains the role of social media in customer relationship management and the key reasons for integrating social media to CRM are explained. Then a case study is analyzed in order to see what are the implications of using social media in CRM and how this result in CRM failure.