Relationship marketing through social media

Social media has become the most important media for business to business transactions. It provides immense opportunities for communication between consumers and marketers. It provides a significant platform to the business organizations to build effective relationships with their present and potential customers. Relationship marketing through social media goes far ahead than traditional marketing strategies in connecting with the customers and public at large. It undoubtly has proven its superiority over traditional marketing tools such as print media, television and radio. Internet as a form of emerging internet technology provides the advantages of reach as well as speed. The use of social media connects people not only with the marketers but also with each other providing a platform to share their views. This landscape has instigated a power shift from business towards the consumers. However this provides a lot many challenges and opportunities in light of evolving nature of business relationships The present article conceptualize upon the social media and its relevance in light of relationship marketing. It throws light on how social media actually contributes to building and maintain relationships with consumers.