The use of social media has exploded over the last decade. As an example, Facebook has over 1 billion users worldwide, of which more than 800 million use the platform on a daily basis (Rademaker, 2014). According to the article from Ang (2010), as a reaction many organizations have dived into social media platforms hoping to enhance organizational performance. These organizational efforts to benefit from social media platforms (especially within the functional areas of sales, marketing and service) have been filed under the term social customer relationship management (social CRM). However, for many managers it is unclear how social media platforms can be leveraged to benefit their organization. The author of the article suggests this is partly due to the fact that customers are confused with online community members. The popularized tem social CRM is there for incorrect. He suggests the term community relationship management (CoRM), as it better reflects the characteristics of what people do on social media platforms.
Consumer Value Creation 