Social media and relationship marketing

As companies increasingly recognize the importance of interaction with customers, relationship marketing is assuming a central place in both marketing theory and practice. The purpose of this working paper is to offer a general overview of the roots of relationship marketing as well as of its conceptual background. In the present era people do not find time to come and interact with each other. Social media helps in connecting themselves with social networking sites through which now people can stay far and yet remain connected. Apart from this media like Face book create a loyal connection between product and individual which leads to large advertising opportunities. This change has undoubtedly offered many firms an opportunity to target this new medium for marketing. If this strategy is implemented then this would be helpful for organization in terms of targeting audience, developing trust of the product among consumer, increase clientele etc.